Quick Lesson on AdWords Copy

January 8th, 2007

I want to buy a car polisher. Well, I don’t but I did a search today which I’m going to use as an example. The search term “car polisher” triggers a whole bunch of Google Adwords to life.

Here’s the first two Adwords at I was shown

One of these adverts is written very well, the other is terrible. Can you guess which is which? The Godfreys advert provides me with 4 pieces of information in 8 words. From this advert I can see the price, I can see this price includes p&p, I can see it’s in stock and it can be sent right away.

This “cut to the chase” ad copy is a perfect example of how to hook an information hungry surfer, everything I need to know and the advert is deep-linked to the exact product.

The Teng Tools advert “Online all the time Discounted Prices”, is terrible. “Online all the time” ? Does this mean it’s not one of those annoying websites that shuts down at 5pm and reopens in the morning? Discounted prices? Sounds a bit salesman to me, why the hell not just tell me the price! None of the terms I searched for are even in the advert! (Notice in the Godfreys advert, they cleverly matched the ad copy to the search term, so these are bolded too). If you’re suckered into clicking on the Teng Tools advert, it doesn’t even take you to the product you were searching for! I won’t even comment on their website.

Winner: Godfrey DIY

Paid Search is both a science and an art, if you don’t have the time to learn to do it properley, or pay somebody to do it for you, don’t bother!