The following excerpt is from Perry Marshall, Mike Rhodes and Bryan Todd’s book Ultimate Guide to Google AdWords. Buy it now from Amazon | Barnes & Noble | iTunes | IndieBound Just as with print advertising, on web pages, your headline swings the biggest difference in response. It’s in that split second of reading your headline copy that your customer first makes up their mind whether or not you’re really relevant.
So start with that keyword your customer just typed in and fit it into your headline. That will be the first signal to them that you’re truly relevant. This means you’ll want to create enough different ad groups that each of your major keywords can have an ad of its own.
For instance, let’s say that you sell custom power supplies. There’s certainly more than one way potential customers might come looking for what you sell. They might search for “adaptors,” or “power supplies” or “transformers.”
Go to your major keyword tool, such as Spyfu or Google’s Keyword Planner tool, and come up with all the possible major variations and related terms for your market niche. Then, separate them out into smaller groups that you can match to specific ads. For example:
Custom Power Adaptors—Get a Quote Today
www.xyzadaptors.com/Adaptors
Fast Custom Production Time. Excellent Local Support.
Huge Range of Adaptors
- adaptor
- adaptors
- ac adaptor
- power adaptor
- custom adaptors
This ad isn’t very flashy, is it? It’s not loaded with over-the-top language. In fact, to folks like you and me, it’s probably boring. But that’s OK. It’s not meant for the average guy on the street. This particular company caters to engineers. It speaks the language that engineers would understand, relate to, and appreciate. It matches its audience just fine. And it gets a good clickthrough rate.
Use your major keywords in your headline, and create as many different ad groups as you need to do this with all of your biggest keywords. That’s what makes the formula work.
Your ad text:…
