Andrew Goodman’s tips on writing copy for Google Adwords.

More and more of my clients are looking for support with Google Adwords. I have set out to learn as much as I can about this amazing media machine. Based on recommendations from a number SEO experts I’m reading Andrew Goodman’s book, “Winning Results with Google Adwords.” This book is great (although a little dated). He has one chapter of the book dedicated to writing Ad Copy.

The most important thing I have learned from this chapter is your click through rate is more important than your bid! Most people assume that Google rewards the highest bidder with top placement but that is not true. They have a formula that divides bid by click through rate. Essentially Adwords rewards companies for creating ads that people will click on. So with that in mind, here are the six rules for Better Adwords Copy by Andrew Goodman.1. Match the users query as closely as possible (meaning the search terms used should appear in the ad copy).

2. Send the appropriate cues by speaking the same language your target customer speaks.

3. Filter out inappropriate prospects using your ad copy.

4. Get the prospects “action motor” going by inserting a call to action.

5. Based on CTR and conversion data, pick the winning ads among several you have been testing. Occasionally, introduce new ads so the testing process never stops.

6. Inject some flair or brand appeal in the process.

To learn more come back and/or purchase his great book!