About writing effective ads

Here are some tips for writing effective ads:

• Keep them relevant. One way to improve relevance (The relationship between an ad and its keywords, the landing page, the customer's demographic characteristics, and the advertiser’s website. For example, the keyword "transmission" might be relevant to both a radio station and a car repair shop, but a customer seeking one result is likely to find the other irrelevant.) is to use your customers' most popular search query (Specific words that someone types into a search engine, such as Bing (www.bing.com), to find information on the web.) keywords in your ad titles and text. More...
• Create multiple ads in an ad group. Each ad group can contain up to 20 ads. Microsoft adCenter rotates through the ads in an ad group, and over time, will automatically display the better performing ads more frequently. Experimenting with different ad titles and text can help you identify the words or phrases that perform better with your target audience. After you've learned which of your ads are the least effective, consider deleting them from the ad group.
• Describe what sets your product apart. Why do customers buy your product? Does it solve a problem? Does it help save time or money? Or, does it have unique features or qualities? For example, if your product is available in many more colors than the competition can offer, you might mention color choices in your ad.
• Use your customers' language. Research the age group and gender of your typical audience, and then use that knowledge to write your ads. Use words and a writing tone that are likely to attract your typical customer.
• Address your customers directly. Use the words "you" or "your" in your ads so that you are speaking directly to them.
• Pre-qualify your visitors. Use words in your ads that help attract true potential customers. For example, if you offer only high-end products, stay away from words like discount, bargain, and cheap. If you carry products for young women only, clarify that in your ad text. That way you can eliminate clicks that are not very likely to convert to sales.
• Be specific. The clearer and more specific your offering, the better. For example, rather than "big discounts," specify an exact percentage, such as "50% off."
• Include a call to action. Give customers a reason to click your ad right now. Offer a specific call to action, such as encouraging customers to request a brochure or consultation, download a free e-book, subscribe to a newsletter, or take advantage of a limited-time discount.
• List the product's price. If your product or service is competitively priced, consider featuring the price in your ad copy. To help ensure that your ad gets approval, make sure the ad links to a landing page that includes both the product (or service) and the price.

Source : http://advertising.microsoft.com/learning-center/product-help/adcenter/topic?query=MOONSHOT_CONC_AboutWritingEffectiveAds.htm ( 02 Oktober 2010 )