How To Write Ads That Will Convert A Prospect Into A Customer

Saturday, December 13th, 2008 at 7:43 am

O.k! So you’ve been doing this Internet marketing thing for a while now, your marketing a product you created or you have signed onto an affiliate program and promoting someone else’s product and Although you have been getting into some Google AdWords campaigns you just can’t seem get these customers to convert to paying customers.

Don’t despair, because there are many factors that could be affecting your ads and we’ll get into some of them here and see if that problem can dealt with and see if you can glean some insight and make some changes that will improve your results. Here’s an example of a three line ad and how to write it:

The headline. It’s so important to write a good compelling headline. I will assume you already know this. Now, try to use as many targeted keywords and search terms as you can. That means you have to do some keyword research on your topic before you start writing your ad. If you don’t use specific and well targeted keywords when writing your headline your ad is bound to fail.

Main text. Here you have to tell your prospects/potential customers exactly what to expect when they click your ad. Don’t use all caps. You may capitalize the first letter of every word, that’s ok. You also have to create interest here. State a fact, a solution to the problem. Create desire and an emotional attachment. What will your product help the customer do? How quickly can your product help the customers accomplish their goal? Don’t be afraid to use cliches like “How To..”, “Amazing..”, “Top selling..” etc. They do work.

Call to action. Tell the readers why they should immediately click your ad. Maybe because they will miss some important offer or something like that. Maybe because you offer free shipping for the next 7 days. Maybe because you throw 3 exclusive bonuses. Can you find a clear and cool reason for your call of action? Use it here. Do not forget to proof-read your ads again and again before publishing.

Landing pages Yes, landing pages are important. Especially if you are on Google AdWords campaigns. You should know that your landing pages affect your overall quality score of your ads too, according to Google. Do you have any idea how frustrating can be to decide to click to a quality ad that points to a lousy landing page? Another bad example would be to “hide” your product under AdSense ads, images or text. Try to help your visitors to see exactly what they want when they land on your page.

If your running and using Google AdWords and you don’t have Perry Marshalls Definitive Guide to Google Adwords that you are spending way more than you should be with Google and I gotta think Google is wealthy enough. How bout you? Perry’s guide talks extensively how to use AdWords to your benefit and will save you literally hundreds and hundreds of dollar a month. It teaches and talks about split testing and how to choose the ads that pull the most and make subtle changes that Improves click throghu rates and gets you more targeted traffic for a lot less investment.