Google AdWords™ For Dummies®, 3rd Edition

Testing: Removing the Pressure to Get It Right the First Time

Every keyword represents multiple pains, multiple desires, and multiple itches. Sometimes you can write an ad general enough to cover most of them. Sometimes you have to decide which specific problem to address. If you write an ad that's too general, it ends up being lukewarm — and unattractive — for everyone.

Suppose we want to advertise Google AdWords For Dummies for the keyword adwords help. What should the ad say? The generic response would be something like:

Need AdWords Help?Read Google AdWords For DummiesIt Will Solve Your ProblemsVitruvianWay.com

Now take a minute to decompress the keyword adwords help. The searcher may be struggling with AdWords campaigns that are almost at profitability, but not quite. For that prospect, we would promise simple ways to identify and plug profit leaks.

Others tried AdWords once, did everything wrong, and gave up. Then they read or heard something that made them think, “Gee, should I give this AdWords thingy another try?” That group needs an infusion of confidence through bold statements and relevant case studies. Still other prospects are professional AdWords consultants and campaign managers looking for a competitive advantage and best practices to scale their efforts and save time.

With a general keyword like adwords help, the first thing you want to discover is which approach ...