The Difference Between Write and Wrong

Ryan Faria - November 10, 2008

Since I began working in search engine marketing, I have learned the basic rules of writing effective ad copy that adheres to search engine specifications.  While each search engine has their own guidelines, the premises are the same.  One important question still remains; how can you get as much information across to a searcher within the specific ad character limitations, but yet, still be fresh and creative?

A few weeks ago, I came across this issue while developing ads for a client.  I was stumped as far as the verbiage I could use in the ad copy, while still giving the ad a fresh look and feel.  Here are some methods I used to not only inspire me to write enticing ads, but to also differentiate my client among their competitors. 

I begin by conducting some research on my client’s industry; browsed their website and familiarized myself with industry terms.  If you happen to come across terms that are foreign to you, Wikipedia is a great resource that will put terms into a context that’s easy to understand.  This preliminary should research aide you in writing ad copy.

When writing the ad copy, I tried to select words that will evoke a sensory experience about the client’s business, product or service; such as ‘experienced’, ‘trusted’ or ‘knowledgeable.’  These types of words are important to searchers, as they want to conduct business with those they feel they can trust and who not only understand the product or service they are selling, but the industry as a whole.  To keep ad text exciting, try using a thesaurus to inspire creativity; sometimes it can take the ad to a higher level of professionalism.

Lastly, when I write my ads, I include a call to action whenever possible.  A strong call to action will not only set you apart from others, but also will make your ads more appealing to searchers.

It’s important to remember that you only a few have moments to capture the searchers attention.  Your ads don’t need to be elaborate; usually simple is better.  Be concise, creative and honest about your products and services and the ads will virtually write themselves.