Make a list of the most compelling benefits your product/service has to offer. One important item to note: you always want to use benefits in your advertising and marketing, but there are some exceptions where a mix is best. Anything that can save the end user time, money, or other resources could talk about the savings as a benefit. The thing to remember is that people are basically selfish, no joke, and the benefits allow them to “feel” the emotions associated with the things they want. Or you always conduct a test, and write an ad that explains the software language your great software was written in – we’ll bet you don’t get one single click, try it. The benefits of whatever you’re selling will appeal to a percentage of people; it has an audience and that is good enough for now. You can create a list of all the most powerful benefits, and then you can just test them against each other.

Don’t stop there; make sure you’re testing out your ads to find the copy that’s converting the best. The second important AdWords ad writing tip that you should keep in mind is to try and make your ads stand out by bringing out the unique selling point of the product you’re promoting. That is something you should already know about, so that should be no problem for you. Don’t forget that you can always test your ads with all PPC platforms. Your ad needs to present one main benefit in a very compelling way so people read and instantly want to click through. Be careful and avoid any words in your ad that really do not need to be there. No matter what you need to split test all of your ads for maximum optimization and conversions.

Next we’re going to tell you about something not seen by a lot of PPC advertisers, and it has to do with telling stories. This might sound too difficult, but in actuality it can be simple. Put something, write something – ask a question; force your readers to feel empathy or sympathetic emotions over what ever it is you say. These are powerful emotions, and when people genuinely feel them they can be taken to action. You can also study the ads of your competitors in your market and others.

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