Google Adwords – A Quick Guide To Crafting And Split Testing Ads

Do you know my favorite part about Google Adwords? It’s the SPLIT TESTING capabilities.

It’s a great place to test headlines, specific words, URLs and identify what works in your market. And best of all, it’s quick. You can gather valuable feedback in a matter of hours.

Not only that, but Google actually rewards you for improving your ads too. The Google formula for the ranking is:

(Your bid) X (Click Through Rate).

(Your click-through-rate is the % of people that click on your ads. For example, if 20 people out of 1000 click on your ad – your CTR is 2%.)

With Google Adwords, you can literally set up hundreds of tests each week and get massive amounts of information back. Then, you transfer the data back into the other parts of your business:

– the optin page
– the sales letter
– the offer
– the email sequences
– back end product creation

Simply put, Adwords is one of the fastest place to test ideas.


Adwords Ads – The 5 Core Drivers


There are 5 core drivers to every successful Adwords Ad. These are:

1. Emotions
2. Benefits
3. Features
4. Promises
5. Styles.

Often, you’ll find 2, 3, 4 or even all 5 of these drivers inside of just one ad.

Let’s go deeper into each one, so you can see for yourself how you can use them in your ads.


1. Emotions


There are a total of 9 different emotions that you’ll want to test in your Adwords Ads:

– Shame
– Guilt
– Apathy
– Sadness
– Fear
– Desire
– Anger
– Pride
– Love

And here’s an example of how to use each of these emotions in the internet marketing industry, for example:

Shame: “I’m ashamed I’ve spent so much money on courses, but I haven’t done anything.”

Guilt: “I feel guilty that I’m spending my family’s lifesavings and I’m not making any money.”

Apathy: “I feel it’s HOPELESS to make any money on the internet.”

Sadness: “I’m depressed about my financial situation and my lack of success.”

Fear: “I’m terrified I’m going to be a broke loser and work a job I hate the rest of my life.”

Desire: “There’s nothing I want more than to achieve success on the internet!”

Anger: “I’m so freaking pissed off about having lost so much time, energy and money and I still don’t have a success yet!”

Pride: “Yes I’m a success! I can finally buy a fancy car and show the world who I am.”

These are essentially the ‘emotional angles’ you will want to experiment with when crafting and testing your ads. You simply need to adapt them, so that they ‘fit’ the market you’re operating in.


2. Testing Benefits


A ‘benefit’ is simply what someone stands to gain from using your products or services. It can be the ultimate end result they desire, or one of the stepping stone triumphs they will enjoy along the way, as part of the overall experience.

Let’s say we were in the dating market. Here are some potential benefits that might appeal to men:

– More dates
– More dates with beautiful women
– More physical intimacy
– More respect from other guys
– Finding the woman of their dreams
– Someone to share their life with
– Getting married
– Having a family


3. Testing Features


In contrast to a benefit, a “feature” is simply the date, facts, figures and specifications that your product or service has.

For example, the features of a Porche 911 could be:

– It goes from 0 to 60 in 4 seconds
– It has 550 brake horsepower
– It’s jet black
– It has leather seats
–  etc…

Bear in mind, your prospects only care about a handful of these. They don’t care about all of them. And the only way, you’re going to find out which ones they care about is to TEST, TEST AND TEST.


4. Testing Promises


Different kinds of “promises” you can test include:

Guarantees: money back, double your money back, 30-day, 60-day, 90-day, 1-year, etc.

Free shipping: If you’re selling a physical product, this might be worth testing to see if it boosts your sales conversion rates.

Numbers: This could relate to the number of tips you have to share, how many products you have left in stock, etc.

Minutes, Hours, Weeks, Days and Months: Time until a special offer ends, how quickly a problem can be solved, etc.


5. Testing Styles


When I say “style”, we’re really talking about the overall tone and delivery of your ad.

Here are some examples of styles:

Funny: if appropriate for your market, experiment with injecting your ads with a bit of humor.

Professional: if you offer professional services such as legal, tax or accounting advice, then you may choose to stick to this particular style.

Absurd: This includes off-the-wall comments, that people really don’t expect. They can sometimes help build curiosity and motivate readers to want to know more.

Intense: This style drills right to the central facts of a situation, and states exactly what is going on, regardless of how emotionally challenging it might be of the reader. The aim is to bring the issue right to the forefront of a prospect’s mind, so they are even more motivated to do something about it.

Advocate: As an advocate, you’re fighting in the same corner as the reader of your ad, willing them to succeed. And the language of your ad should reflect this.

Investigator: This is where you adopt the role of the “researcher”, so your ad would reflect this impartial, investigative approach.


Putting It All Together In Your Adwords Ads


When first creating and testing within Adwords, we recommend you test very different ideas based on the 5 “core drivers” listed above.

This all relates to the concepts of ‘Horizontal’ and ‘Vertical’ testing we have discussed elsewhere. (Just to recap: Horizontal Testing is when you test wildly different ideas. Vertical Testing is when you test basic variations of the same concept e.g. changing out just a word or phrase).

Get really creative in crafting a bunch of different ads to test, using the guidelines above. Test vastly different ads against each other. Then when you find a combination that works really well, starting testing individual words within those ads too, to improve your conversions even more.

The Ultimate Value of Google Adwords

99% of marketers think of Adwords as one of the best places to get traffic. And they’re mostly right.

However, in my opinion the ULTIMATE VALUE of Adwords is the speed and ease of its split testing power.

Quite simply, Google Adwords allows you to test lots of ideas and concepts in your market, so you can really understand what your target audience is looking for.


How To Find The Million-Dollar Treasure Before You Start Digging the Dirt


Here’s 2 analogies…

Imagine if I told you there was $100,000,000 buried “somewhere” on planet earth. Would you start investing your time, money and resources just digging “anywhere”?

Or would you first identify the exact location of the cash before beginning to dig?

You’d want to know the location, right?

It’s the same thing with oil companies. They do their research and FIND the oil patch before setting up the oil rig.

What’s funny is, most marketers invest hundreds of hours digging for the million dollar treasure without KNOWING if there’s any hope of striking gold. What I mean is, they create sales letters, order pages, dozens of autoresponder emails BEFORE knowing if their business idea is going to work.

Let me be the first to admit that I’ve been guilty of this in the past too. But I approach things differently now. Here’s how I create a new marketing process today…


It’s All About “Organic Marketing”


What is organic marketing?

It’s the natural process of creating and adapting the sales process around what your market is telling you day by day. In other words, you listen to what your visitors, prospects and customers are telling you. Then you use that feedback to improve your sales process.

Again, it goes back to the attitude that “I don’t know anything. And I’m going to let the market tell me what they want” vs. the ego-centric attitude of “I know what they want, but really I’m taking some wild guesses and hoping it works.”

So, what I suggest is this: DON’T spend countless hours building what you think is the “perfect marketing process”. Instead, start with almost nothing: 1 or 2 autoresponder messages, a simple sales letter, and a basic opt-in page.

Then start testing in Google Adwords. Set up at least one new split test every single day. And use the results to attune your marketing and sales process with what your market is looking for.

Just so you know, Timothy Ferriss – the best selling author of the blockbuster “The 4 Hour Workweek” (which I highly recommend) – found his “magic button” book title through Adwords testing. He probably tested several different numbers: 4 hours vs. 10 hours vs. 20 hours vs. 40 hours, as well as other titles too.

And he let the results guide him on what to name his best-selling book. Now, imagine if he had done it the other way around. He could have written a book, given it a title that he thought was “hot”, spent $10,000 printing them and putting it out there, only to discover nobody resonated with the title. What an unnecessary waste of precious time and money.

Instead, follow his example, and use Adwords to help you find the hottest triggers, concepts, titles, and headlines for your target audience.