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Heads or tails? How to win whichever way with AdWords

There are two sides to the AdWords coin – bid management and copywriting. To date, the way AdWords has developed, the majority of the effort has gone into bid management and associated elements such as keyword selection. And it’s got AdWords optimization about as far as it can go with the tools currently available. So more and more clients are now turning their attention to the other side of the AdWords coin, copywriting.

Good copy is rewarded

After all, AdWords is the only mainstream medium that actually rewards more effective copywriting with reduced bid prices. Just imagine for a moment if TV worked that way, and you paid less for your airtime the more responses your commercials got. Every advertiser in the country would be straight round to their creative agencies demanding that the most experienced and award winning creatives be put on their accounts – and immediately.

The write stuff

So now that the focus is shifting more towards copywriting, this could be a good time to examine AdWords copywriting a little more closely. First thing to note is that there is a lot more to it than just whacking in the keyword a couple of times. As Google’s Chief Economist, Val Harian puts it, “writing a call to action in three lines of text is a highly specialist skill”. And he’s right. Especially when you consider that every other advertiser on a search page is struggling to do the same thing, for the same type of product or service, and to make things even more difficult they’re all trying to win the same click. What’s more, at this stage of the game all the clever bid management and the like has been done and it’s all down to the copy.

Direct Response expertise

The other thing to remember is that AdWords is a classic direct response copywriting medium, and all direct response ads work better when they are written by direct response copywriters. Why should AdWords be an exception?

A lot of people seem to think that because there’s less to say in an AdWords ad it’s not worth getting a copywriter involved. Our experience suggests the opposite. It’s precisely because an AdWords ad has to be so concise, pull like a train in response terms, and convey the right brand values, that it’s absolutely essential that it’s written by a professional copywriter.

ATO – the future of AdWords copywriting

More than that it should be written by an ATO copywriter. Now, if ATO is a term that’s new to you, it stands for Ad Text Optimization and is a brand of direct response copywriting that has been specifically designed for Google AdWords.

Heads or tails is a game of chance. But if you no longer want to take any chances with your AdWords advertising, ATO copywriting now means you don’t have to.
By Paul Booth

Paul is the Chief Executive Officer of The ATO Co, which delivers ATO AdWords copywriting for UK-only and international brands in over 80 countries around the world.