...ritinglittle tiny ads. Neither is all that easy, but they can both bedone.Mark Twain said it best. “If I would have had more time, I wouldhave written you a shorter letter.” The point… it takes muchmore skill, and much more time to write short copy than longcopy.Let’s go through the process together and I’ll show you a fewtricks of the trade that have brought me AdWords click throughrates of 7.1%, 8.0%… even 25%.Step One – You would be very wise to either use a benefit or ane...

...nd result in your headline. In order to do this, you’ll have tobe aware of the difference between features and benefits. Startby making a list. I’ll use the example of an online shoe store.Here are a few features:·huge inventory ·wide selection of sizes ·discounted prices·free shippingAnd here are the benefits associated with those features:·hundreds of styles to choose from ·hard-to-find sizes in stock·save money ·free shipping (costs nothing extra)Step Two – Know what your customers are looking for. YOU mayfeel that one benefit outweighs another. However, your customermight feel differently. Be sure you understand what is importantto your customer before writing your headline and your ad. Youhave no room to waste so it is vital that you find a so-callednail and hit it right on the head.Step Three – Work in your keywords. There tends to be a greaterclick through rate on search results that use the exactkeyphrase the surfer types in. The same holds true for Google’sAdWords program.While the following have by no means been researched, we’llassume that some optimum keywords for our shoe store are:women's shoes and sandals. We’ll want to include these in ourads.Step Four – Start big and narrow it down. Begin by writing a fewsentences or a paragraph about what you’d like your customer toknow. Perhaps:You’ll find everything you’re looking for in one place! Hundredsof styles to choose from including hard-to-find sizes in stock.You’ll save lots of money because our regular prices are farbelow that of other stores. Plus shipping is always free –regardless of the amount of your purchase. Check out ourexcellent selection of women's shoes and sandals. Now, go back and take out every word that does not absolutelyneed to be there. You probably came up with something like this:Everything in one place! Hundreds of styles, hard-to-find sizes.Prices far below other stores. Shipping free. Women's shoes andsandals. That’s a LOT smaller and still gets the point across. However,it is still too long for AdWords. Your headline must be lessthan 25 characters (including spaces). Your copy can only be 35characters per line. (You get two lines.) Now is the time tobegin rearranging words to create an ad that will match Google’sguidelines, include your keywords, and draw a crowd to your site.Here are a couple I came up with:100s of Styles-Low Prices Big savings on women's shoes. Plusfree shipping! All sizes in stock.Discount Women's Sandals Latest styles at deep discounts. Allsizes in stock. Free Shipping!Step Five – Test, test, test! Put them up and give them a go.See what happens. Believe me, Google will notify you quickly ifyour ads aren’t performing. Those that get lower than a .05%click through rate are immediately “disapproved.” You arenotified that your ad has been pulled and that you need to makechanges.Use the information in the AdWords campaign section to track theresults. I’ve heard countless tales of those who have changedone little word and gone from a .07% CTR to a 5.0% CTR. If yourad is pulled, make simple changes to start with. Swapping outthe word “savings” for “discount” or “big” for “huge” can be allit takes to catapult you to the top of the list.When you write extremely short copy, remember to stay focused.There is not enough room to sell the customer within your copy,but there IS enough room to pique their interests. Use thelimited space you have to punch up the biggest benefits or endresults your customers are looking for and you’ll see biggerreturns on your AdWords investment.