Tham khảo tài liệu 'google adwords-chapter 4 "how to write ads that attract clicks"', công nghệ thông tin phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 33 Chapter 4 How to Write Ads that Attract Clicks One of the best things you can do to really kick butt with AdWords is to understand that managing your PPC campaign is a step by step process which each step designed to accomplish a specific objective and with all steps linked leading your prospect from the start where they search for the key terms you re bidding on to the end where they convert eitherinto buyers or leads orsubscribers . Note What I ve found is that when I break down AdWords or keyword research or SEO or sales writing basically any skill into small steps like this people instantly find it a lot easier to understand what s going on. I m hoping that you ll find the same thing with today s chapter on ad writing. Writing ads then is just one step of this process. But before we dive into the specifics I want to discuss something that is at the heart of any successful Google AdWords campaign Focused Keyword Lists. If you remember from the previous chapter on keyword research you will remember that it is absolutely critical that you break down your main keyword lists into smaller lists that are focused around subtopics. If your ads are not targeted to your keywords . a generalpurpose ad on insurance showing up for someone who is searching for car insurance they might not click on your ads. Worse if your site does not offer a particular type of product you are targeting custom home theater systems when you don t offer any customisation all those clickswill be wasted. And that s the single biggest problem with most AdWords campaigns-a lack offocus. Start off with a basic list and then expand it into specific subtopic lists as you refine your campaign. One of the ways to do this is the Peel and Stick method I ll talk about this in more detail in chapter5 . Okthen on to writing ads. 33 34 Ad Writing Basics Before you write an ad you have to remember that in even a .
