Friday, April 4, 2008

Writing Search Engine Ad Copy

Google Ad Copy Writing 101

When you write an ad for placement on the search engines there are several restrictions presented that you must follow. These restrictions are designed to maintain a consistent look for every page. These restrictions put even the biggest companies on par with the little guy - no one is allowed to buy a bigger ad! (They can buy more...but not bigger) These restrictions force a copy writer to earn their keep as an efficient minimalist. You have to choose your words wisely. The slightest change of wording can dramatically improve or literally turn off your response rate.

If you don't know, to write an ad you have character limits for each line of copy. For Google, they allow 25 characters for the "Title" line and then 35 characters for each of the next two lines. Yahoo, Ask, MSN, Super Pages and others have slightly different parameters. Characters include spaces and punctuation.

You also are given punctuation guidelines and limitations. For example, you can't over-use the "!!!!". How do they expect us to sell something if you can't over dramatize and emphasize excitement???!!

Eureka! The Perfect Ad!

When we launch a new campaign we try to hit the ad copy perfect at the start. However, almost every time, within a week or so, we begin making subtle changes to the copy as reconnaissance is gathered on hot keywords, competition and response. Words mean things and they are especially critical with the limitations given by the search engines. These little word changes can make a huge difference. Once we see it start "clicking", we stop tweaking. Some of our ads haven't been changed in 9 months because they are working.

Would you rather get an "Offer" or a "Deal"?

Here's a copy writing question for you. Which is a better word choice for an ad: "offer" or "deal"?
One of these words is more efficient and attractive to consumers than the other. The word "deal" implies a special discount or opportunity. The word "offer" sounds sort of interesting but everything for sale is an "offer". Just as importantly, "deal" is four characters..."offer" is five. The word "deal" is a deal!

More Search Ad Copy Tips

* Include a locality reference - local is trusted, non-geo-specific offers seem less relevant
* Include a "call to action" - make me a "deal"!!!!

Until next time, may business be good!

Greg