As a writer of PPC Management and Google AdWords Updates, etc. I am fully aware of the “dry” and “stale” nature that surrounds both the writing and material about these subjects on the Internet day by day.
I am also fully aware of the lack of heart and soul in much of what is printed and fair enough, really. PPC Management is not really about heart and soul. It’s more about facts and figures and plans of action. It is about optimization and the revising of PPC Accounts; the constant search for better solutions in order to generate a higher conversion rate.
However, it is also really cool when after hours and hours of research I come across a fellow PPC Google AdWords Manager, or all-round SEO Guru who hasn’t lost their soul completely and who finds a way of injecting a little history or culture into their PPC Management writing.
This kind of PPC Management writer always makes me want to stop and read more.
I found an excellent example of one such post this week on Search Engine Land. The post, found by clicking on this link, gives PPC Advertisers a little more insight into the ways in which they can improve the quality of their advertisement text.
Fairly normal in terms of subject matter. However, what is really creative and what caught my attention, is that the writer takes us back in time with an example of a printed advertisement written supposedly in 1914. He draws parallels between the craftsmanship of this advertisement in 1914 and how many PPC advertisements today are lacking in the basics exhibited by something created almost a century ago.
The article explains how this little bit of advertising history perfectly targeted its audience because it followed the basics of advertising on many levels. For example:
1. it targeted its audience well; it knew who its audience was completely.
2. it spoke directly to its audience and used language that would be attractive to them.
3. it offered incredibly clear benefits to its audience and presented them in a dramatic way.
4. it used language that filtered out everyone except the intended target audience.
5. it included a succinct and catchy headline
6. it stated an offer; the offer was pure and simple; something was being sold and that product was made crystal clear.
I recommend reading the article in order to improve your PPC advertisement text writing skills, but also in order to share in the joy of PPC Management writing that is not dull and which does not follow tried and tested formulas.
Creativity in PPC Management writing does exist. The proof is here.
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