How to Create the Best Adwords Ad Copy | SpyFu

How to Create the Best Adwords Ad Copy | SpyFu


Hello. This is Patrick from SpyFu.com. Today
I’m going to give you a simple lesson. How to write a profitable ad copy and adwords
before spending a single dime on your campaign. Yup. It’s kind of like the holy grail of ad
writing. Seems almost impossible especially for people who are just starting out and don’t
have a bunch of time to do adwords trial and error by themselves without risking a bunch
of money that could be better spent starting their company. Taking the experience from domains that already
have years of trial and error is what gives us effective copy before we even run a single
ad. And giving you a quick access to this awesome ad copy was the entire intention of
creating SpyFu’s ad history. Now I’m going to start this tutorial off a
little bit differently than normal by showing you what you have access to in the free version
of SpyFu. Now the free version is just a different way of saying don’t have a subscription version
or not logged in version. Anyone can go to SpyFu Classic and enter in a keyword or domain
and get some basic information about it. Right here you’ll see a section called Ten
Best Paid Keywords which is actually a snippet of ad history. If I click on any of these
colored boxes you will see the actual text that this domain used to advertise on that
particular keyword. Seeing the ad copy for the top ten paid keywords of a domain is pretty
neat. You can probably learn a couple of things about what the top competitors on your field
are up to. But this is a mere taste of what ad history is capable of. So I’m going to
log in. Click on ad history and entering on that same domain. Kaboom! Tons of information
in a matter of moments. So how do we use this info to write awesome
ad copy before spending a dime thing? Well this goes directly to SpyFu’s core, competitive
intelligence. Taking lessons from your successful competitors and adapting them to your campaign.
So let’s say I’m starting up a geeky t-shirt company like printing a variety of t-shirts
with geeky pop culture things on them. I’m pretty new in the field and I want to start
an ad campaign but I know there are a lot of strong competitors out there. Strong competitors with experience I can learn
from. So let’s try one of the big ones snorgtees.com. Again just a massive amount of info. SnorgTees
advertises on almost 6,000 keywords that we track and as always, we put their strongest
keywords on top again using SpyFu’s philosophy of successful ad buying. That is websites
will waste money on PPC but they won’t waste a lot of money at least not over a long period
of time. So we know what’s good by eliminating what isn’t. More simply stated if they weren’t
making a lot of return on these keywords they would probably shut down the campaign which
they do frequently. But these are the keywords that they’re spending a great deal of money
on for a reasonable amount of time. Now you’ll see all these colored boxes, the
actual colors are just to give visual distinction between the rows. So if it’s pink or blue
or green that doesn’t actually mean anything. What does mean something is when the shade
of the color changes in any given row. A shade change means ad copy change. So for example
on the keyword dinosaur clothing, they switched their ad copy from November to December. Kept
December’s copy in January, switched it again in February and March, and then left March’s
ad copy in April. You see how the shade changes or remains the same for each month depending
if they modified their copy. SnorgTees like a lot of good companies do this a lot. They
evolve their ad copy month to month to see which variation gets them the most clicks
and conversions. Any company would want to do this to optimize
what they’ve going through them but again for those of us who are starting a brand spanking
new campaign we don’t have time to do this level of trial and error ourselves without
risking losing about a butt ton of money upfront. SnorgTees already has years of trial and error
under their belts. They have clearly been A/B testing their ads and evolving their ad
copy over time and it’s important to find domains that do this because you want to emulate
companies that are active and focused on their campaigns. Not ones that write ads once and
then completely forget about them. When we take lessons from active companies and their
expertise, it all but guarantees us to have incredibly effective ad copy before we even
run a single ad. Now sites like Threadless and SnorgTees sell
a variety of shirts, not just geek oriented ones. My company however is doing straight
geeky tees. So let’s filter this out a bit to find ad copy that is a bit more relatable
to my keywords. Look at all these options and just on the keyword geek, now you don’t
have to use every piece of ad copy that they’ve ever written. You can find the ones you feel
are best and roll with them. I usually pick out more recent lines of copies that have
a couple months of weight behind them like funny t-shirts for geeks, nerds and awesome people.
I love that ad copy and I think it would fit my brand. SnorgTees is definitely directing
more of their geeky oriented ad copy in that general direction. And they’ve been running
it on this particular keyword for four months in a row. It’s good to see trends like this
especially when spread amongst multiple keywords. At the very least it shows you which ad copy
didn’t work for the domain earlier and with active domains you can make the safe assumption
that the new ad copy is an improvement. So I’m going to go down and click on Export
to Excel. Booya! Brand new campaign now backed with years of ad writing experience from one
of the pros in my field. And that’s how you add solid ad copy before you spend a dime. Of course you just sort of straight gank your
competitors’ ad copy word per word that option is open to you but you could also reword it
slightly to better fit your brand or simply take a catchy title and change the body or
you have the option to look at it multiple competitors gaining inspiration from them.
Pick and choose different snippets that you like and put that together into a completely
new ad. You can do this hundreds of times with thousands of keywords. You can also continue
to follow your competitors’ trends month to month to see how they keep evolving their
campaigns and then either follow their lead or go in your own direction and that’s the
real beauty of this tool. It allows complete creative control with the solid pretested
base of ad copy to work from. Of course sometimes you might not want to follow the trends of
your direct competitors. Instead you already have a list of keywords and you want to see
a variety of ad copy from the top competitors that are advertising on them. So in the next video, I’m going to show you
exactly how to do that by adding your keywords into ad history. As always, thanks for watching.

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