Are your Google ads stuck at 1.7% or 3.1% CTR? Would a 5.5% or 8.7% CTR bring a flood of new customers and save you money?
The #1 way to punch through the AdWords wall is to BREAK A RULE.
* A famous “Rule” of Google is that your keyword must be in the headline of your ad.
That’s a nice rule for Google Elementary School and High School. But for Google College and Grad School, that rule goes out the window.
True Masters break rules all the time. Stephen King’s English teacher probably sent him suicide notes, but that didn’t keep him from selling 100 million novels. How many “wrong notes” did Jimi Hendrix play? His ability to break rules is what made him a genius.
So it is with your ads. Doesn’t matter if it’s a Google ad, a landing page or sales letter – those who can bend the rules win in the end.
OK, so how do you bend this rule?
YOU WRITE ADS THAT *NAIL* EMOTIONAL HOT BUTTONS.
Which is what Stephen King does. It’s what Jimi Hendrix does. You often have to ignore the “keyword in ad” rule to pull this off.
Most people grope around, looking for ways to punch those hot buttons. What they lack is a FORMULA for pushing emotional needles into the red.
I now have that formula. I call it “The Swiss Army Knife.” It’s a systematic, step by step method for reaching into your prospect’s mind and generating that 440 volt arc of electricity.
Today, Thursday February 11 at 2pm Central (3pm Eastern, Noon Pacific, 20:00 GMT, 7am Sydney Australia), I’m doing a special teleseminar on “Bionic Google Ads.” It is absolutely worth your time and will transform the way you write your ads.
I am not exaggerating. This WILL transform the way you do advertising:
http://www.perrymarshall.com/maui/bionic
Talk to you at 2pm Central!
Perry Marshall
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About the Author
Perry Marshall has launched two revolutions in sales and marketing. In Pay-Per-Click advertising, he pioneered best practices and wrote the world's best selling book on Google advertising. And he's driven the 80/20 Principle deeper than any other author, creating a new movement in business.
He is referenced across the Internet and by Harvard Business Review, The New York Times, INC and Forbes Magazine.
4 Comments on “New way to boost your Google AdWords CTR – FAST”
Perry,
It was an excellent post. Using emotional hot buttons in your google ads is counter intuitive. The most intuitive thing to do is to mention the keyword in the headline…
But Perry, I believe in principles… I focus only on principles of internet marketing. I consider everything to be a test and therefore test ads/copy out all the time.
That’s why I’m able to create profit pulling, high converting machines for which I feel responsible.
Even if I were to use the emotional hot buttons that you are teaching, I’d still not be able to get the best conversions without testing.
Writing ads that hit emotional hot buttons is a skill that takes time to build. Even if I was learning from the greatest copywriter on the planet, I wouldn’t get it right the first few times.
Therefore, the key is in testing. I’ll have to test different ads out. Take what works better and improve it even more. Slowly weed out the losers and keep creating more winners until you win.
Cheers,
Harry
Me too, missed the webinar.
Replacing the keyword from the headline with a high voltage emotional line may work if it can somehow draw attention. Ads don’t get read first, they get scanned. The kws in the headline and body makes them bold and so they stand out. The bold words draw attention and then the user stops scanning and start reading.
Dropping the kw from the headline will make it not stand out. If the user doesn’t stop on the ad to read it, the high voltage headline may not get read and so not work.
BTW, have read both of your adwords books.
Perry
Useful insight, unfortunately I missed the Webinar, is a recording available?
No, but I can offer you this:
http://www.perrymarshall.com/maui/blade-2/