The haiku-sized blocks of text that show up when people hunt for information on Google or Yahoo can cost-effectively deliver perfect prospects day after day to your site. For instance, one pay-per-click ad I wrote sends its owner all the $2,000 clients she can handle for just $39.88 a month.
But when I look at search engine ads both when Im searching for information and when clients ask me for help with their Google advertising campaigns, Im shocked at how flabby, vague and boring most of the ads out there are.
If youve tested thoroughly and the most mind-numbing ad copy gets the best response, fine. But too often, all the ads tested were equally tedious and uninspiring. Here are some suggestions for creating ads with spunk and magnetism.
1. Think your way into the mindset of your target market. What is the problem that sent them searching on Google? For instance:
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2. Now inject some emotion into your ad, the emotion felt by your potential customer or client. How can you capture their problem in unexpected, dramatic words?
Foreign...
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