When writing ads, many times we don’t think what the searcher is really looking for, or what problem they need to be solved or relieved of. In my last post keywords and the search time continuum we looked at how keywords follow a process in how they are used for search. They are not independent events.
Ads are the same way, get inside the head of the searcher, what problem do they need solved. In our keyword example, her problem was losing weight. This is what plagues her, is on her mind, needs to be solved … talk to it.
For example look at the 2 ads below and see which one hits that emotional need …
The second ad, although a little harsh, clearly talks to the searcher and hits a nerve with them. This is what she fears, being alone, people look at her as overweight, unwanted etc… This is her emotional need admitting it or not.
People stay on the search page just for a few seconds deciding which ad to click, if you speak to that emotional side you should have a much higher CTR. Don’t make them think, if you address that need their emotions will act for them. (Just a side note, remember you should always try to incorporate your keywords in the title as well as test the ad for conversion.)
Don’t write dry ads … add a little color and people will more likely click on you
I was watching a great video the other day on this and it broke it down very well with a “title” and “sub text”. The fellow who was presenting it stated the title has one goal GRAB ATTENTION and pique interest. Then the sub-text should back up with some facts peppered with emotions.
Feel Fat?
How I lost 17 lbs in 10 days
Free trial just pay S&H
Free.WeightLossSite.com
See how the top line grabs attention? Then the copy backs it up with some facts. Then you lander should talk about how that person lost the weight and the numbers should coincide with the ad copy. If I can find the video link I’ll post it here.
Success,
Smaxor
Ads4Dough.com