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Tham khảo tài liệu 'winning results with google adwords second edition_10', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | CHAPTER 8 Writing Winning Ads 219 This example uses the word easy which tests out better than a few other adjectives describing your software. It says you re selling a firewall which is exactly what you re selling and what that user typing firewall product reviews is probably looking for. And it introduces doubt about the quality of the industry leader you have proof on your website . They happen to have 61 market share you only have 4 so comparing yourself with them is inevitable but their product is rather expensive and difficult to use. This piques the interest of real prospects enough to click on your ad but because it s fairly clear about what you re selling and mentioning BigCorp Terminator makes it even clearer as it further marks this territory you don t attract the confused or the vaguely curious. Plain and simple is often the most effective ad copy to use. While every attempt may not be a winner as long as you hit the tone right and write a clear ad you ll know you re on the right track if your ad is attracting a strong CTR and ultimately if your post-click tracking shows these clicks converting to sales leads and registrations. Tracking users after they click is covered in detail in Chapter 10. Here s another example that shows the difference in performance when you do a better job of understanding your target audience. The first ad uses a generic and somewhat hyped-sounding headline with some impressive but unverifiable claims Hot Stocks Uncovered Our portfolios were up 67 58 34 for 2003. Free trial report. www.FindProfit.com The second ad uses more specific language and touts the founder s credibility Short-Term Trading New site from Raging Bull founder RT commentary. Free report trial www.FindProfit.com The first ad pulled only 0.5 CTR almost certainly too low for the Quality Score gods taste. The second ad pulled a much healthier 1.3 . A third ad was a hybrid of the two using the short-term trading headline but sticking with the claims about .