There are many ways one can create Ad Copy. Today I will show you how to create one of my favourites, which I have nicknamed “The Tower”
Please note that this post is meant for people who have experience writing AdWords Ad Copy.
The tower archetype can be described as the following:
H – KW or if it fits, combination of KW and Brand
D1 – A Phrase containing the keyword’s top category and a choice of relevant, enticing Ad Copy
D2 – A call to action and Brand affirmation if possible
DU – As you see fit. Industry dependent.
Here’s an example for the keyword “Sandals”
Sandals – ShoeCity
Wide range of affordable footwear.
30% off online purchases – Try us!
ShoeCity.co.za
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The reasoning…
Too high a keyword density in Ad Copy results in the web user associating it with spam
UNLESS
The surrounding content of the Ad Copy shows niche relevance to KW.
Fin.
