Know-How Exchange : Copywriting

Jerry, what does the ad say? What are the keywords?

If the search term you're keying on is "car fuses blowing" then the ad might say something like:

Car fuses blowing?
We can find and repair the short
circuit that's causing the problem
www.KeystoneAutoElectrical.com

And then your landing page copy would be fine.

The key is to match the message at every stage ... as literally as possible, so there's no room for misinterpretation by the site visitor or the Google bots.

If you have other keywords, you'll want to adjust the ads and the landing pages accordingly. For example, if you think people might be searching for "auto fuse keeps blowing," then you'd want an ad that picks up on those words, and a landing page that pays off that ad. Etc.

M,
The keyword/s are fuse blowing (broad) and a bunch of other phrase matched like "wiper fuse keeps blowing" etc.
The ad is this

Car Blowing Fuses?
33 Years Specializing ONLY in Auto
Electrical Repair.. We Can FIX it!
KeystoneAutoElectrical.com

I sometimes waffle about this; "as literally as possible, so there's no room for misinterpretation by the site visitor or the Google bots."
I don't know why I want to work other keywords into the copy. But I'm learning.

Phil,
Thank you for that edit, that's exactly what I was hoping for, the lesson part about can and will, and the edited sentence. I'm using your suggestion. And now I will be changing the word can in the ad also.

My reaction: I don't understand what this phrase does to communicate any benefit to your target audience:

"33 Years Specializing ONLY in Auto Electrical Repair ..."

That sounds more like a reassurance that you're competent. I'd replace that with words about having fixed 100s of problems like this, or guaranteeing results, or something more direct and benefit-oriented.

And regardless I'd make very sure the message in the ad is front and center on the landing page.

Remember, the only thing that counts is the sale. If you don't convert site visitors, it's all for nothing. Clicks just cost money. What you want is more customers paying for service.

And it's ALWAYS a good idea to test everything. There's no way to tell up-front what will work best.

How about

Car blowing fuses?
Fuse problems found and fixed right
The first time or you don't pay

or

Car Blowing Fuses?
Fuse problems Fixed Correctly
The first time. All work guaranteed

Do they sound better?

or

Car Blowing Fuses?
We Fix Blowing Fuses, Correctly.
The First Time. All Work Guaranteed

Kathleen,
I think I have good keyword research, but every time I turn around I'm learning something new. I've only had my adwords account for 8 weeks now. Keywords like "wiper fuse keeps blowing", "headlight fuse keeps blowing", "tail light keeps blowing" may be searchers looking for information, but I know some of them will give up researching their problem because there is no answer on the web. They need to have some one with specific skills look at the car to diagnose and repair it. I figure if they are just looking for cursory information they won't be inclined to click on my ads. And the search volume for words like mine are very low.
Based on how far people travel to see me, I set the radius to a 20 mile radius.
Thank you for those links. I read the 4P approach and I hope to assimilate it. That may happen slow though. I did like where Sean D'Souza says "persuasion is about understanding. Understanding leads to acceptance when the product is relevant and high-quality, and when the idea is sound and well-targeted." I think I have a high quality and relevant service, and I'm working on the well targeted part now. The other link is too much for me to read right now but I can't wait to read it.
Thanks again,
Jerry
www.KeystoneAutoElectrical.com

K,
Any words like replace or replacing, how to, how do, I have as negative. I'm not looking for that traffic. And until you brought it up I haven't been using anything with auto electrical in it because my name is Keystone Auto Electrical, and the thinking WAS that I would come up organically and I didn't want to pay for those searches. I have since read that having both organic and ppc showing leads to a type of synergy, and I'm planning to reinstate those keywords soon. I have a lot to learn.
Jerry

I can confirm from first-hand experience that Adwords PLUS organic is better than either one alone. There is synergy.

We've tested it with a client who has top-5 position organically. When we add PPC advertising (with good landing pages, etc.), the PPC ads generate about 18-20% of total site visits, but total site visits go up 36-38%.

I've read other cases with similar findings.

So you do pay for some clicks you might have gotten from natural search, but you also get clicks from natural search that you wouldn't have gotten without the PPC ad.

Thanks again to everyone, I'll be joining Marketingprofs, and I've been having a good time reading Copyblogger.
Jerry