How You Can Write Killer Ad Copy? This is the slidedeck of the presentation I gave at SMX Sydney 2009 to a mixed audience of half beginners, half advanced PPC search marketers. Good fun.

1. How You Can Write Killer Ad Copy SMX Sydney 2009 Lucas Ng

2. Let’s Begin with Google’s Guidelines to Writing Ad Copy

3. Google Guideline #1

4. Use the Keywords

5. Use the Keywords (Keywords get 50% more clicks)

7. Google Guideline #2

8. Use Prices and Promotions

11. Google Guideline #3

12. Use a Strong Call-To-Action

13. Use a Strong Call-To-Action (The Triple Threat)

14. A Strong Call-To-Action: Increases CTR

15. A Strong Call-To-Action: Sets Customer Expectations

16. A Strong Call-To-Action: Increases Conversion Rate

20. What Else is there to Writing Killer Ad Copy ?

21. Capitalises the First Letter of Each Word (Well, almost every word)

24. Understands the Audience (What is the audience profile and behaviour?)

25. Who is Searching? (What age, gender, geolocation?)

26. Who is it for? (Is it for themselves? Someone else?)

27. Why are they Searching? (What has triggered their search process?)

28. Who Else is Influencing the Searcher? (Does the wife have the final say?)

29. How are They Searching? (Consider language)

30. Understands the Audience (What is the audience profile and behaviour?)

35. Killer Ad Copy Differentiates from the Rest (Killer ad copy doesn’t copy other copy)

36. Killer Ad Copy Differentiates from the Rest (In two ways)

37. Killer Ad Copy Uses a Unique Selling Proposition (That’s a USP, folks)

38. Is Your Widget Cheaper?

39. Is Your Widget Harder?

40. Is Your Widget Faster?

41. Is Your Widget Better?

42. Is Your Widget Stronger?

43. Does Your Widget Ship Faster?

44. Does Your Widget Last Longer?

45. Do Your Widgets Come in a Wider Variety?

47. Killer Ad Copy is highly relevant to your Landing Page (Verify language with 3 rd party source)

48. Killer Ad Copy Uses a Psychological Trigger (There are over 30 of them!)

49. Sense of Urgency Hurry, this Offer only Valid for Five Minutes

50. Desire to Collect Hello Kitty, Snoopy, Pokemon, Beanie Babies

51. Desire to Belong Body image, Apple fans,

52. Exclusivity Be One of 50 Owners of this Limited Run Widget

53. Instant Gratification See Results Immediately!

55. Killer Ad Copy … also Filters Clicks (Qualify Your Leads)

57. Killer Ad Copy… is a Continual Process (Of test, refine, test)

62. Test for Success You Must Always be Testing New Ad Copy

63. Got Ad Constipation? Can’t Write a New Ad?

64. Got Ad Constipation? Look at Other Industries – Which Ads Stand Out?

65. Got Ad Constipation? Look at the Competition Overseas

66. Got Ad Constipation? Try Twitter

67. Got Ad Constipation? Try Magazine Covers whosdatedwho.com/magazines

68. Got Ad Constipation? Steal from your Sales Team

71. Thank You Tweet me @lucasng I would love your feedback!