Advanced AdWords Ad Writing Questions

When we write ads, we generally think about the problems our prospects face, and the solutions they want.

But there’s another layer to the onion; the way they want to change their feeling-state.

These two questions can help you write better ads, and also will aid in the design and copy decisions you make regarding your landing page.

Hey, Howie Jacobson here with a quick tip for you if you are writing AdWords ads.

So, one of the things we’re taught in marketing is to focus on features and benefits, to give people a sense of what’s in it for them.  And, so when we think about search, we often think about, well what’s the goal they’re trying to achieve, what do they want, how do they want it, and then we advertise something that’s going to get them there.

And that is a perfectly valid way to think about it, but I want to take this one step deeper and think about search a little bit differently.  Search is actually the way people move from one feeling state to another.  That’s the only reason we search.  That’s the only reason we do anything, to replace one feeling with a different feeling.

So, as you’re looking at the Google search results page and you’re also simultaneously holding in mind the image of your avatar, the ideal customer, the person who wants what you have, here’s two questions to ask yourself.

How is that person feeling now?  In the midst of their search, in the midst of their uncertainty, in the midst of their not being able to get what they want or to know what they want or to feel a sense of certainty or closure.  How do they feel about that right now?

And how do they want to feel when the search is completed successfully?  When they’ve got what they want, when they understand the landscape, when they’re ready to make a decision.

So, as you’re thinking about that, you want to write the ad that will promise them, as much as possible, the end feeling.

Sometimes you’re ad wants to acknowledge the initial feeling with a question in the headline.  Worried, scared, frightened, upset, eager.  And sometimes you just may want to say keywords that will clue people in to the feeling they’re going to get later.  Safety, security, you know, definite words that are about security, words that are about confidence, words that are about empowerment.

So, it’s just another layer to improve you ad writing, to think about those questions.  How do they feel now?  What’s the feeling they want to get rid of?  And what’s the feeling they want to obtain?

Please post a comment below, so we can keep the conversation going.


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  1. #1 • Gemma Laming said on June 30 2011:
     

    Howie,
    there are loads of people who spend all day dealing with Adwords and advertising – there are few who deal with it with your insight.

    I have a new website – see above – and for many of my keywords I am on the first page. I had a click from Viet Nam for my wardrobe page which is on first page, and that is for my English half which isn’t really commercial!

    I get the impression that people in the Netherlands, where I live, just throw money at the advetising and web pages. The market is wide open for those who care to listen to your thoughts.

 

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