Brent Crouch - My Online Journal

I’m not an expert on writing sales copy, but I do manage more than 10 ppc accounts and know the importance of writing and testing good ads. If you are using Google Adwords, you should know the higher the CTR of your ad, the higher it’s position and the cheaper it’s cost per click is going to be. If you are advertising with Adwords, you should be working to improve the CTR of your ads. If not, you are wasting your time and money.

Brian Clark of CopyBlogger.com wrote three excellent posts on writing effective headlines. They are worth reading and bookmarking. I’ll be testing a few of his suggestions in my Google Adwords campaigns.

I posted a couple of my favorites below. You can read the entire posts at these links.

http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/

http://www.copyblogger.com/headline-swipe-file/

http://www.copyblogger.com/headline-swipe-file-3/

If You’re [blank], You Can [blank].

Another great use of specificity, this headline addresses a particular type of person with the first blank, and the beneficial promise to that person in the content or body copy with the second.

• If You’re a Non-Smoker, You Can Save 33% on Life Insurance.
• If You’re an Accountant, Our Frequent Flyer Program Really Adds Up
• If You Love Scuba, You Can Dive Belize This Week Only for a Song!

How [blank] Made Me [blank].

Use this structure when relating a personal story. The key to the most effective use of this template is for the two blanks to dramatically contrast, so that the curiosity factor goes way up and people feel compelled to read more.

• How a “Fool Stunt” Made Me a Star Salesman
• How an Obvious Idea Made Me $3.5 Million
• How Moving to Iowa Improved My Sex Life

Warning: [blank].

Starting a headline with the word warning will almost always catch attention, but it’s what you say next that will determine how well it works for your particular content.

• Warning: If You Depend on Google for Both Traffic and Advertising, You Pretty Much Work for Google
• Warning: Two Out of Every Three People in Your Industry Will be Out of Work in 5 Years—Will You Be One of Them?
• Warning: Do You Recognize These 7 Early Warning Signs of Blogger Burnout?

Now You Can Have [something desirable] [great circumstance]

The is the classic “have your cake and eat it too” headline — and who doesn’t like that?

• Now You Can Quit Your Job and Make Even More Money
• Now You Can Meet Sexy Singles Online Without Spending a Dime
• Now You Can Own a Cool Mac and Still Run Windows

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Tags: adwords, headlines, sales-copy