search-copyWriting effective paid search copy that results in conversions is different whatsoever other copywriting in that location is. It is somewhat close to writing classified ads in the sense that "every discussion counts," but very different in many other ways. To write a keen search ad, you need to empathise what makes paid search copy unlike than any advertising you lot've written for other advertizing tactics.

While reading this article, exercise a search on Google, Bing or your favorite engine and look advisedly at the results page. You volition find that paid search ads showroom these unique characteristics:

  • They are competing with ten to 20 listings, including other paid search ads and organic listings.
  • They are sold on a per-click ground, pregnant that every time a consumer clicks, you lot are charged.
  • Companies behest on the aforementioned keyword as you may exist directly competitors, indirect competitors or totally unrelated (because keywords can accept multiple meanings).
  • You lot can come across the advertising copy that your competitors are using.
  • Yous can see the landing page that your competitor's ads links to.
  • You tin determine how much your competitors are willing to pay for a click.

You take a situation where in that location's a lot of competition, merely it's on a level playing field in that you lot tin craft your search copy based partly on what others are doing.

If a direct competitor is advertising "free shipping," then yous know your advertizement needs to address that offer, either by offering free shipping or something just as compelling.

The core of successful paid search copywriting lies in writing copy that attracts consumers to click your ad, but also attracts those most probable to convert. You don't want zillions of expensive clicks with a low conversion rate, nor practice you want a miniscule number of clicks with a high conversion charge per unit. Y'all practice want a healthy amount of clicks with a solid conversion rate.

I've coined a phrase for this seemingly at-odds puzzler: EN/DIS copywriting.

You've got to ENcourage consumers to click your ad (instead of your competitor's), and at the same fourth dimension DIScourage those who are not likely to convert.

To illustrate, let'southward presume you sell luxurious and expensive men's suits that cost $one,000 and upwardly at a 50 percent disbelieve. A typical ad written past an inexperienced writer might wait like this:

Men'south Suits – fifty% Off, Free Shipping

Hundreds of brands, styles, sizes and colors.

We fit every human so he looks peachy.

This ad is likely to garner a lot of clicks, simply since the suits are $500 and upwards (afterwards the 50 percent discount), nigh of those folks will not be able to beget them. Hence, a lot of wasted clicks and money downward the drain. Here's how I'd write the advertisement:

Men'southward Designer Luxury Imported Suits – l% Off

The richest fabrics, the hottest styles and colors, the

leading brands for discerning tastes. Free shipping.

I've included these words that scream "high price" in a deliberate attempt to allow consumers reading the advertisement that these are not $99 suits:

  • Designer
  • Luxury
  • Imported
  • Richest
  • Hottest
  • Leading
  • Discerning

Consumers who encounter these words sympathize that these are expensive suits. Simply those who can beget them will click through. Hence, the cost of clicks will be much lower and the conversion charge per unit much college.

Key Takeaway

Whether yous personally write copy or accept others who exercise, cover and master the art of writing copy based on the EN/DIS style.

Conclusion

Clicks are expensive in most categories. Competition is intense in nigh categories. The only existent differentiator is your copy. Make it the best possible, and keep testing it constantly.

Originally published Oct 29, 2012 one:00:15 AM, updated July 28 2017