he haiku-sized blocks of 1. Think your way into the
text that show up when mindset of your target market.
people hunt for information What is the problem that sent
on Google or Yahoo can them searching on Google? For
cost-effectively deliver perfect instance:
prospects day after day to your
site. For instance, one Language learning is hard?
pay-per-click ad I wrote sends Not with NL Lessons. Native
its owner all the $2,000 clients speaker
she can handle for just $39.88 a tutors you online. Makes it fun!
month.
2. Now inject some emotion into
But when I look at search engine your ad, the emotion felt by your
ads both when I'm searching for potential customer or client. How
information and when clients ask can you capture their problem in
me for help with their Google unexpected, dramatic words?
advertising campaigns, I'm
shocked at how flabby, vague and Foreign language torture?
boring most of the ads out there Learn French, Spanish, Swahili
are. thru
jokes, music. Painless,
If you've tested thoroughly and guaranteed!
the most mind-numbing ad copy
gets the best response, fine. But 3. Imagine several different
too often, all the ads tested types of buyers and create ads
were equally tedious and tuned into each one.
uninspiring. Here are some
suggestions for creating ads with Diplomacy Made Easy
spunk and magnetism. U.S. Foreign Service certified
tutors for worldwide languages.
6. Emphasize what makes you
Inlaws speak Spanish? different from other vendors or
Or German, Japanese, 120+ others: service providers - differences
Fun, easy online language that matter to customers. Sample
lessons. headlines:
Pass PhD Language Exams Easiest language lessons
Graduate-level online tutor makes No grammar drills!
passing German, French exams Unlimited live tutor time
easier
7. Edit, edit, edit. Google
4. Paint a vivid picture of the forces you to be concise by
results buyers enjoy after allowing only 25 characters
purchasing your product or (letters, punctuation marks or
service. spaces) in the headline and 35
characters in each of the two
Speak Spanish pronto! succeeding lines. Get rid of all
Converse like a native for fun, unnecessary or repeated words.
travel, business. Online tutors. Try shorter variants of key
words. It's OK if the ad then
5. Mention either unusual or turns out slightly ungrammatical
popular examples of what you so long as the meaning comes
offer. across clearly. You can leave off
final punctuation if there's no
Japanese for Business more space at the end of the ad.
Specialty vocabulary: health, Readers understand that ad
tech, constraints force you to compress
finance, any industry. Online your thoughts.
tutor
Google makes it easy to test
different ad versions against one they perform.
another, and now you'll have more
powerful candidates to see how
About the Author:
Marcia Yudkin helps business owners and corporate managers compellingly and tantalizingly communicate their strengths. See a sample makeover of one ineffective Google search engine ad into five dynamic ones at http://www.yudkin.com/sample10b.htm . Sign up for her free weekly newsletter on creative marketing at http://www.yudkin.com/markmin.htm .
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Marcia Yudkin
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