As with any marketing techniques out there, Google Adwords is a vehicle by which to advertise your product or services and therefore the general rule of copy writing is still important.  Some have committed the mistake of “writing for the search engine” rather than “writing for the prospective audience”.  When this happens, your ad becomes dry, indirect and devoid of any emotion.

Imagine having to tell your friend something very important in less than 30 seconds.  How would you try to get his full attention and make sure that he understands what you mean? You might try to hold him by the shoulders and shake him a little while looking him in the eye and saying something like this – “You’re in danger, you must get out this place” and you hold him by the hand with force and lead him to where you think it he is safe.

Your friend’s reaction may be that he may not completely understand what the danger is all about, but it’s clear to him that he is in danger and that he has to run.  The urgency is there, the emotion of fear and the solution to run and find a safer place was provided.  That’s what we need to infuse – advertising with emotion!

Google Adwords however, is limited; almost monotone, everything except for the URL link is black.  You cannot hope to attract prospective clients with graphics with this marketing strategy – it’s all about the power of words, the power of persuasive words and very short ones at that.

The point is, with Google Adwords, you have to stop worrying too much about keywords and all the technical stuff. Rather concentrate on your audience, because it’s the people who are actually searching and clicking your ads and not “spiders” or “bots”.  Your words must play with their emotions, start them to imagine and push them to take action.

So once again here is the sample ad for diamond rings:

Diamond Engagement Rings
Anniversary Sale 50% off Today Only
Prestigious GIA Graded & Certified

Reading the Ads, you’ll find what the advertisement is all about – it’s about diamond engagement rings (relevant keywords).  Benefits are “50% discount, prestigious gem certification”.  Call to action is “anniversary sale, today only” conveying a message ofurgency, or they’ll miss a great bargain which every one of us is wired to boast about.

Notice that I did not have to search for keywords.  I know that commonly people who are looking for an engagement ring will type the words “diamond engagement rings” in the search box, or other variations of it.  Do you get the idea? When you focus more on what is common human language, you’ll write better Adwords that captures audience attention and converts clicks into sales.