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Tips for Writing & Testing Google Ads

Methods & Tips for promoting your website, or affiliate programs, on the major search engines with pay-per-click advertising. Google Adwords, Overture, FindWhat, Kanoodle & more...

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Tips for Writing & Testing Google Ads

Postby Lynn Terry » Thu May 17, 2007 2:40 pm

This just arrived in my Inbox from Perry Marshall, author of The Definitive Guide to Google Adwords. If you arent already subscribed, you can get these tips by email - sign up at!


If you write & test Google ads like I teach, you
try a few things, make some improvements, and
eventually get to an ad you can't seem to
improve anymore, no matter what you do.

But it's still possible to achieve the breakthrough
you desire. Today, some tips on how to achieve that.

- When you do any kind of split testing, you
should start out by testing radically different
things, then refine the winners.

So at first you test black vs. white, question
vs. statement, bold claim vs. blind curiosity,
negative vs. positive, pain vs. pleasure.

- Only after you've tested the wildly different
options do you then focus on refining words,
testing capitalization etc etc.

- One of the most useful things for me is to apply
various "filters" to my ads. Each filter forces you
to write the ad a different way than you normally would.
Here are some of my favorite filters:

1. Nearly every kind of punctuation mark on your

! # - $ , % & ' ' " " / ~ : ; ( )

Every single one of these - or combinations of
them - are not only useful but can attract more attention
as well. If you decide you're going to use dashes
or quotes in your ad, it's probably going to cause
you to write a different ad than you would have.

Here's an example of an ad written around dashes:

Popular Ethernet Terms
Complex Words - Simple Definitions
3 Page Guide - Free PDF Download

2. Rhythm: One of my Mastermind Club members
told me he got a huge breakthrough writing his ads
like Haiku. Haiku is when the first line has 5
syllables, the 2nd line has 7 syllables and the 3rd
line has 5. He got a huge increase in Click Thru

Here's a Haiku ad:

Anger Management
Smash! Punchbowl is in Pieces
Learn Some Self-Control

Well, he didn't get his boost because Haiku causes
people to click or buy. It's because being forced to
write a 5 syllable headline made him create a headline
he wouldn't have thought of otherwise.

3. Write ads that appeal to each of the five senses:
Taste, Touch, Smell, Sound or Vision. This one
evokes touch:

The Wildest Massage
The Sensation of Shivers & Tingles
Through Your Skin & Down Your Spine

4. Reference famous people - you obviously have to
do it legally and appropriately, but can be very powerful:

Wrinkle Removal Miracle
Skin Transforms in 60 seconds!
(Used by Oprah, Beyonce & Britney)

Note the use of parentheses in this ad, too.

5. Use Metaphors: Vivid word pictures, like this:

Will Your Wedding Be
A Carnival of Utter Confusion,
Or the Happiest day of your life?

6. Some other things you can try: Trial offers,
guarantees, no obligation, sign up for
something free, pre-qualify with price.

7. Results within a certain amount of time;
deadlines, i.e. "Deadline is midnight Thursday 5/17"
(deadline dates are *rarely* seen in Google ads
but can be highly effective); External certification
or credentials, discrediting knock-offs; results in
X easy steps.

At Howie's workshop he'll be going through
an entire sequence of creative exercises,
including one where OTHER students write
ads for you - ones you'd never have thought
of, ever.

The possibilities are boundless. Don't miss
this unique experience:

Go ahead, take 15 minutes and make your
Google Ads better today, and you'll earn more

Perry Marshall

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Lynn Terry
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Joined: Wed Mar 26, 2003 9:01 am
Location: TN, USA

Postby Getagrip » Sun Jul 22, 2007 1:34 am

Thanks for sharing!
Posts: 166
Joined: Thu Oct 19, 2006 8:57 pm

Postby James Schramko » Sat Oct 13, 2007 11:29 pm

Nice one Lynn,

Writing ads for PPC is a skill that is for sure!
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James Schramko
Posts: 66
Joined: Sat Sep 01, 2007 10:09 pm
Location: Sydney

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