Reading Very Good Copy by Eddie Shleyner, and I don’t understand everything, but the more I read, the more I want to learn about copywriting. For years, I avoided writing copy; I found it very hard, still do, and it feels like I rarely get it right.
I work in advertising, and advertising is about writing copy that converts, whether that’s a text ad, image, video or landing page in the context of Google Ads. So I am challenging myself to do better and
Questions
- How can I make it easier for businesses to write better copy?
- How can I design a solution for producing better Google ads copy for my clients?
- Who offers that as a service?
- And what’s the main problem/challenge with most Google ad copy today?
Ed Leake has shared a great resource I recommend called the 23 Pillars of Ad Copy.
He also did the Ad Recon as part of God Tier Ads training. It’s a spreadsheet that scores competitor ad copy on things like:
- Keyword in the headline & description
- Numbers in the headline, descriptions & ad extensions
- Call to action
- Features – in the context of PPC: ad copy writing, regular reports, conversion tracking, landing page optimisation
- Benefits/Outcomes –
- Social proof and a few more
I have built on Ed’s work and put together a free template which you can use yourself: https://docs.google.com/spreadsheets/d/1hs8ax1fBmxjC8cpFluCRfo5GCneB2WaDEvY-yQC8e5w/copy
It includes an example of my own Google ad I’m running for the keyword ppc consultant sending traffic to my homepage.
It illustrates the process I follow when I’m writing PPC ad copy.
Consider some tips from Harry Dry on writing better copy:
- Can I visualise it?
- Can I falsify it?
- Can nobody else say this?
To wrap things up
I want to help brands that sell great products and deserve to stand out make more money from ads.
PS some wisdom from Eddie, 35 words on products:
If the market doesn’t like or want or need what you’re selling, even the best copywriter in the world can’t help you. “A gifted product,” said copywriter Gary Bencivenga, “is mightier than a gifted pen.”
And it’s true for Google Ads too, I’ve seen it all, a sh*te website with a 7% conversion rate because the product was in crazy demand and a beatiful website barely getting 0.4%. So if your ads are not working it may be that the universe is trying to tell you something 👀
And if you feel stuck and want an outside perspective, get in touch for a free roast of your ad account and website.
Cheers,
Victor