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Copywriting: Writing Pay Per Click Marketing Copy

February 12th, 2009    Subscribe To Our Feed

Writing Pay Per Click (PPC) ads is easy, isn’t it? Just a dinky headline, two lines of copy, plus your URL: all done in a minute or two. Unfortunately it’s not that simple; creating PPC campaigns which convert is an art.

Whether you’re a copywriter who’s working for others, or you’re creating PPC copy for yourself, it’s worth learning how to do this. These particular copywriting skills are valuable. They can make you a great deal of money.

Let’s look at four steps to creating powerful PPC campaigns in this article.

1. Product Research Comes First

Your first step is product research. As with any copywriting task, the more you know about the product which you’re promoting the more successful you will be.

Ideally, you’ll have material from your product’s previous marketing campaigns to review. If your product is new, you’re flying blind.

2. Keyword and Market Research: Use Your Creativity

Your next step is keyword and market research. It’s essential that you use your creativity for this. Remember that although keyword tools are useful, they only offer historical data. They show you words which people have searched for in the past, they can’t predict what people will search for next month or in six months.

Therefore, the most important task in your keyword research is to research the market; go to forums and other areas where the target audience hangs out, and discover what words they’re using now.

3. Writing Ad Groups

Once you’ve collected keywords, it’s time to write your ad groups. The number of ad groups you create will depend on the product, and also on your client. If you’re creating a PPC campaign for yourself, it depends on how much time you have available.

I like to start with two ad groups, just to test the waters

4. Writing Web Sales Pages for Ad Groups

Finally, it’s time to write your landing pages for your ad groups. Yes, you need a specific landing page for every group. The keywords you’re using must appear on your landing pages, because relevancy is vital in successful PPC campaigns.

So there you have some copywriting steps which will help you to create successful PPC campaigns. Once you become known as a PPC copywriter, you’ll have eager clients clamoring to work with you.

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Copywriting: Creative Ways to Market Your Copywriting Services Business

January 11th, 2009    Subscribe To Our Feed

Want to make more money copywriting? In the current economic climate, your clients may be paralyzed into inaction, so do some creative thinking for them to market your copywriting services. As your clients get more business, so do you: it’s a win-win.

You can sum up this powerful strategy in just a few words: help your clients to do more business.

Here’s how.

1. Write Case Studies Involving Your Clients

Every business owner knows how effective case studies are. However, case studies are also complex. Someone either has to design a new case study and carry it out, or research, interview and write up a case study from a past success. Either way, case studies take time to create.

Enter you, the creative copywriting professional. Offer to write up a case study — you’ll get lots of takers for this service, and you can charge just about whatever you please.

2. Write Free White Papers for Your Clients in Exchange for a Link

White papers fall into the same “must do, essential” aspirational basket as case studies. Businesses know that papers are a powerful promotional tool, but no one has time to write them… except you.

This time, you’ll offer a business a short, free white paper in exchange for certain things. These things will include: a link to your site from the home page of your client’s site, using anchor text you choose, plus advertising for your services on the last page of the while paper, and ______. Fill in the blank with anything you please — you’re giving the business something valuable, and they’ll be happy to give to you in return.

If you know your client’s industry well, a white paper shouldn’t take you longer than a couple of hours to write.

Do one of these a week, and before too many weeks have gone by you’ll have more new clients than you can handle.

3. Develop Pay Per Click (PPC) Campaigns for Your Clients

Dollar for dollar, PPC is the best advertising solution for many businesses. However, creating PPC campaigns from scratch takes time. You need to decide on what the goals of the campaign are, how you’ll track, research keywords, and outline the campaign. Then the landing pages and ads need to be written… and on, and on. As you can see, this is a lot of effort.

However, if you’ve created PPC campaigns in the past, you can handle it, and make great money while you’re doing it.

So there you have innovative ways to market your copywriting services business. What are you waiting for? Get started!

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Copywriting - Winning With Online Press Kits

July 30th, 2008    Subscribe To Our Feed

One of the most interesting tasks you’ll take on in public relations (PR) copywriting is developing an online press kit.

In days gone by, press kits were lavish productions, packed into glossy folders, with equally glossy photographs and brochures. They usually contained a goodie for journalists too. In my tech journalism days, a particularly memorable goodie was a pair of Ray-Bans sunglasses.

Those days are over. Nowadays, journalists expect press kits to be delivered on the Web. Press kits contain PDF files, high resolution photographs, audio interviews and transcripts, and even videos.

In the past, a physical press kit was part of a media event, these days however Web 2.0 social networking tools like Twitter and Facebook are used to win not only journalists’ interest but also the interest of bloggers prior to the launch of the press kit, so it needs to contain all the information those audiences need.

So how do you construct an online press kit?

Let’s look at a step by step process.

1. Firstly, find out what the goal is for the press kit. A press kit is created to launch a product, highlight an initiative of a company, or explain (spin, that is) a blunder.

Once you know what the press kit’s goal is, you’ll have an idea of the kind of information you need to include.

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2. Your next step is to gather the material. If you’re writing for a long-established company, much of the material for the press kit will be available, but it may not be in a suitable format for the Web. For example, company backgrounders and biographies of the company’s principals may be in brochure and booklet format.

You’ll need to rewrite these, repurposing the content for the Web, ensuring that the Web pages include keywords and page titles and descriptions, so that they can be indexed by the search engines.

The online press kit will also offer key documents in downloadable PDF format, so these documents need to be created, ready to be put online.

You’ll also arrange for company principals to be interviewed, so the audio files and transcripts can be added to the online material.

3. Do you need to include video? Chances are that you will, so you need to script the video, and arrange for it to be shot, and edited. The full length video file will be added to the online press kit, but a snippet will be used on video sites like YouTube, in the media campaign to launch the press kit.

So there you have an outline for creating a winning online press kit. What the kit contains is up to you, and using multimedia tools will ensure that your kit meets your client’s goals.

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Copyright © 2008 Seven Days To Easy-Money: Copywriting Success

Credits: Seven Days To Easy Money: Copywriting Success | Matteo Turchetto | Andreas Viklund