PPC Copywriting - Answer the question first
Filed Under (AdWords, Google, Pay Per Click Campaign Management, copywriting, the PPC Book) by Jeff Hudson on 17-10-2006
All queries are really nothing more than someone asking a question. At least, that’s how I approach pay per click advertising. What I find often is that advertisers are so concerned with giving consumers the hard sell on their business that they forget that they are there to help the consumer. At least, that’s what you should be doing if you ever want to get anywhere with your business.
Case in point…
I have been wearing contacts for 20 years. They are expceptionally fussy when I sit in front of the monitor 14 hours a day. They get dry, sticky. In short, it’s a pain in the **. My wife is always encouraging me to get Lasik surgery. She thinks I’m a wuss for being afraid to cut my eye with a laser, that it’s a routine procedure with virtually no risk. I disagree. So, I go out today on the World Wide Interweb to get some stats, and make myself a little more comfortable about getting the procedure.
My first query at the Google web: lasik problems
Obviously, I’m afraid of lasik. My query tells you that. If you are a smart advertiser, wouldn’t you take advantage of this? Speak to my question. My question is: Is Lasik safe? Are there potential problems with Lasik? Etc Etc.
What do I find for paid search ads?
Free LASIK Program -Mich
Wavefront and Bladeless intra-Lasik upgrade.
Hurry reserve your spot.
www.yaldoeyecenter.com
Um, I don’t live in Michigan and cost is not my concern, thanks though.
Top 10 Lasik Surgery
Lasik Centers Ranked for you. Leading Lasik Centers.
www.aLasik.org
Doesn’t address my concern
Marina Del Rey Lasik
0% Financing, Free Consultation!
As low as $99 per month.
www.marinaeyecenter.com
Hmm. Chicago must be closer than I thought to Marina Del Rey.
Lasik Problems
Affordable Laser Eye Surgery By The
Top Surgeons. Optimax, Lasik, Lasek
www.bertybuzzard.com
Bad use of Dynamic Insertion
Lasik Problems
All About Lasik Problems
Get Informed Before You Decide.
LaserEyeSurgeryReviews.info
Even though it’s a double dynamic insertion trick, the copy comes out reasonably well. Too bad it’s an MFA arbitrage site. Bummer.
Lasik Problems
Lasik Problems. Learn
about costs, risks, and procedures.
www.TheVisionGuide.com
Again, good ad copy, obviously dynamic insertion. Another MFA. They do seem to write the best ads though.
Avoid LASIK Complications
A guide to risks and complications,
and steps to take to avoid them.
AllAboutVision.com
This is a good ad, well crafted, it addresses my query directly without generic dynamic insertion, and the site is actually a good resource for information. Well done!
So, what have we learned? Copywriters need to take the time in the campaign creation stage to carefully craft detailed ad copy that will speak clearly to the query being performed. Don’t rely on dynamic insertion so heavily. It does save time, but in the end, it can produce boilerplate ads that don’t really engage the user.
Take the time at the beginning and it will pay off down the road!
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