Your Ad Copy

The next step to a great PPC campaign is writing your ad copy. This is tricky because you have limited space to get your messc e across. Basically, you have one 25-character headline and two 35-character lines to entice your leads to click. Pretty challenging, right  

Creating ad copy is a critical pcirt of your PPC campaign. However, don t worry too much because you can easily test your copy and change your ads instantaneously through AdWords. 

Here are five golden rules of PPC ad writing according to SeEirch Engine Watch  

Use clear, easy-to-understand words Use vivid, emotional language 

Focus on both keywords and more importantly, the intent behind them Have a clecir compelling offer and CTA 

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Please Include a sample of products to be advertised with your ad copy. This is an inconvenience for you, but because of the rash of survival and "mercenary" garbage currently on the market, we can accept ads only for those products diich we can personally endorse to our readers. We feel they deserve the best. Product samples will be returned if you wish. Please include sufficient funds for return shipment via UPS. All samples sent for review which require an FFL before shipping will be received by our local gun dealer. Please cca-tact us first for shipping instructions. 

By answering this short series of questions, you can frame your list cuid have a better understanding of your ad copy, Icuiding page copy, and the right CTA for your audience. 

Your ad copy is also critical to lead conversions, and you have to cram in a lot in a very small space. It needs to show value, credibility, and must stand out. Whereas you might shy away from capital letters and exclamation points in your regular marketing copy, all bets are off for PPC You have to grab the attention of a lead amidst a sea of search noise. 

Basically, your ad copy must be concise and have a strong point-of-view or CTA. LunaMetrics recently released a handy cheat sheet that lists out some of the most compelling CTA words to use in a PPC ad. String these words together and voila You have strong ad copy. See a snippet of their cheat sheet in Figure 11-11. 

You should also make a clear distinction between eeirly- and late-stage keywords. The ad copy and offers that you create should map tightly to your funnel. 

Consider what your leads eire searching for when they come across your ad, and write copy that resonates with their need. Be sure to address pain points directly, either by calling them out or by creating copy that addresses the issue. If your ad isn t relevant, your lead will not click. 

Now that you have a good sense of how to write your ad headline and copy, dig in and actually create a sample PPC ad via Google AdWords ... 

The next step is to create the ad itseif. Name your ad group, write your headiine, write your copy, and select your keywords. 

Copy the following table of reduction potentials into your notebook. Change the zero on the scale by adding 1.662 V to each value to create new, adjusted reduction potentials. 

The database used here is a modified version of the Digikey starter database available on Oread s web site. The modified database contains an added table that can be used to store information for your own parts. This allows you to use the Digikey database and also have your own company database in the same file. This way, if the Digikey database is updated, you can easily identify your company s parts and copy the parts to the updated Digikey database when available. 

The USER table in the Digikey database was added for creating your own parts and to save parts downloaded from the Internet. If you save the part in one of the Digikey tables, it will be hard to find among the 70,000 parts. Also, if the Digikey database is upgraded in the future, all of your parts will be located in one easy-to-copy table. Select the USER table and click the Finish button ... 

To set up the page layout for plotting spectra several tasks have to be performed. They include the definition of the plot region, of the spectrum components to be included in the plot (spectrum, integral, peak labels, axis, of the title, of the contents of the parameter table and any additional imported data to be added to the layout such as the formulae or molecular structure. To inspect the final layout prior to plotting. WIN-NMR offers the Preview option which shows an exact copy of your subsequent plot on the screen and allows you to perform final adjustments and rearrangements on the screen. 

Code Module form. Just as you did for the new form, again click on the Windows upper bar at File and then click on New Module. See Fig. 9.10. The default name Modulel.bas code screen appears. Of course, the program you are viewing already has this Modulel.bas code module. You can view this code by clicking on the DAT button on the menu bar at the bottom of your Windows screen. Highlight the Modulel.bas menu item and then click View on this DAT.MAK menu. The code I have installed is exhibited next. Since you do not have a copy of this VB code on your CD files, this code follows, with my comments added. (You may also see it in Fig. 9.10.)... 

If you want to have your cake and eat it, too—that is, also have the normal ROM patterns—copy them from ROM down to RAM by adding ... 

There are a number of ways to modify the INI files on a Windows 9x machine. First, you can open up a copy of Notepad, or the text editor of your choice, and go to town. This is still probably the most common method of modifying INI configuration files. If you prefer to have things a bit easier, though, there are a couple of tools provided with Windows 9x for dealing with these files. Both Windows 95 and Windows 98 allow you to use a tool called SYSEDIT. EXE to modify certain files, and Windows 98 has added MSCONFIG. EXE as well. 

If you look at your spreadsheet next month, you will probably not know what formulas were used. Therefore we document the spreadsheet to show how it works by adding the text in cells A8, A9, and AIO in Figure 3-3d. In cell A8, write Formulas . In cell A9, write C2 = B2+ A 3 and, in cell AIO, write D2 = (9/5) B2+32 . Documentation is an excellent practice for every spreadsheet. As you learn to use your spreadsheet, you should use Copy and Paste commands to copy the formulas used in cells C2 and D2 into the text in cells A9 and AIO. This practice saves time and reduces transcription errors. Another basic form of documentation that we will add to future spreadsheets is a title in cell AI. A title such as Temperature Conversions tells us immediately what spreadsheet we are looking at. 

You can keep your records on computer equipment only if the computer system can produce paper copies of equivalent forms when access to them is required by OSHA, an employee or former employee, or employee representative. Many employers use a workers compensation or insurance form instead of the 301 Incident Report or supplement a workers comp/insurance form by adding any additional information required by OSHA. Also, the records may be emailed, if requested. A record is considered equivalent when it ... 

Next, as shown in Figure 9-26, name your campaign, decide on ad variation, add an image or a video as indicated in the Media Type drop-down list, and create your copy where it says Click to Enter a Headline and Click to Enter Description of up to 75 Characters. 

After you have your lead s attention, you have to keep that attention at least long enough for him to read your email and take an action. A good best practice is to make sure your copy is human. Have a little fun cmd don t be afraid to bring in some humor. You also want to educate and not sell. Show your leads why they should read your email and click through. No one wants to be bothered with an ad in the form of an email. 

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