Question

Topic: Copywriting

Copy For Landing Pages

Posted by JerryC-PA on 1/23/2011 at 7:21 PM ET 100 Points
I'm rephrasing an earlier question I posted about usp's.
I started an adwords account about 7 weeks ago, and it's click through rate is ~1.3%, which in my opinion is good.
By asking my customers how they searched for me I've determined that I'm making way more than I'm paying for ppc. At this time I have no landing pages, and my quality scores suffer, but I don't care about the cost of the clicks. I'm thinking how much better my advertising could be if I write a few landing pages with compelling ad copy. I think I may be hung up on nomenclature here, trying to use the words from your world.

Michael Goodman wrote.. "What you *call* a statement -- Unique Selling Proposition or Tagline or Value Proposition or Positioning Statement -- is less important than what you want it to do for you and why you're creating it." That helped me.

I need to write something that has a hook, something where the guy clicks on my ad and says "Look honey, here's the guy who can fix the car." I would like to use it on more than one landing page. In my mind it would go something like this.. "We will do everything we can, using our experience and depth of knowledge in the auto electrical field, to insure you will never have to see us again for that electrical problem." I don't know what you would call this but I feel it says something. Something useful I hope. I think I can write headlines and some body copy with keywords in it for what ever point I want to make. But I would like to have one big thought or emotional hook that I could put in my toolbox for use at other times. I hope you guys have a feeling for what I'm trying to say.
Am I heading the right way, should I be focusing elsewhere? Where would a statement like this go in the page? So many questions..
Thanks
Jerry
www.KeystoneAutoElectrical.com
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted on 1/23/2011 at 9:08 PM Accepted
    Phil is exactly right. What Google is looking for, and what you should want, are landing pages that match exactly what you're saying in your ads. And the ads should match the search terms the prospective customers are using.

    We've just created a series of 15 landing pages (for a client) that tie to 100+ keywords/phrases in 15 ad groups. Each landing page picks up the words in the ads and the search terms to which those ads are tied.

    For another client, we created 25 landing pages that tie to about 60 keywords. Same idea.

    The need to have a common theme or paragraph about the benefit you offer is much less important than having great "message match." Not only will your Google Quality Scores go up, but your conversion rate will too. And it's the conversion rate that will ultimately put money IN your bank account.


    P.S. The examples above do not include ads and landing pages for A/B testing. They are simply for the basic campaigns. Don't minimize the importance of testing EVERYTHING. No matter how much you think you know about what works, what really works can only be learned from trying new things all the time. Search advertising is a dynamic medium.
  • Posted by JerryC-PA on 1/23/2011 at 10:20 PM Author
    Damn! All that work reading and thinking about usp, value proposition, taglines.. out the window.
    Ok I'm turning my focus toward copy to match my ad groups. And my first concern is that most of the pages will look pretty much the same except for the specific system I'll be writing about. If the adword ad poses the question "Car Battery Draining? I would write a page with the headline "Yes, we can fix that troublesome battery drain." and go on with; It's miserable when it's cold and dark and your car won't start, surprising too if you just got a new battery. Battery drains are caused by any one of the many electrical/electronic devices remaining on, or turning on while your car is parked.
    The tricky part is finding the culprit. We track down an repair battery drains with ruthless efficiency, so you won't be left out in the cold. As always all our work is guaranteed.

    What's your opinion on that copy?
    Jerry
  • Posted by JerryC-PA on 1/23/2011 at 10:28 PM Author
    Is a promise to fix you car correctly and guarantee your work an offer??
  • Posted on 1/24/2011 at 6:50 AM Accepted
    1. I think you've got the right idea for the copy. I like the approach you've taken.

    2. Usually an "offer" is an immediate call to action -- the "Act now and get this extra benefit" promise. In your case, though, I don't think you want a price discount offer. Your service is unique, and when people need what you do, you're the only real game in town. So, yes, "fix your car correctly and guarantee your work" would be a pretty good offer.


    Let us know if you need additional help. It's a pleasure to help people who really want to learn and give us feedback.
  • Posted by Jay Hamilton-Roth on 1/24/2011 at 8:54 AM Accepted
    Also to add - make sure your ad is geographically targeted. If you're in Maryland, it does no good to have someone in Dallas see your ad if they have a problem you could help fix. It'll save you $ and increase conversions.
  • Posted by JerryC-PA on 1/24/2011 at 8:47 PM Author
    I certainly appreciate the help you guys offer, and I promise all your posts have a great value to me.

    Jay,
    I've targeted a 20 mi. radius from my shop based on my previous clienteles willingness to travel.

    Does anyone else find adwords eerily similar to fishing?

    Jerry
    www.KeystoneAutoElectrical.com
  • Posted by JerryC-PA on 1/24/2011 at 9:03 PM Author
    M,
    I've been thinking about the "Act now and get this extra benefit" promise.

    I think I may add something to the effect of "call me to discuss your problem." near the phone #. Having someone who understands what they've been through strikes me as a benefit.

    I also got some of the books you recommend. I'm picking through Kotler, I like Ariely, and I didn't get a chance to read any of Gladwell yet.
    Jerry
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Copywriting)