How to improve ad-copy writing skills?

July 22, 2007 on 1:11 am | In Questions and Comments | 1 Comment

Hi Tony:

I’m starting to understand what you meant by “Ad copy is King.”

Based on my ad performance, I’ve discovered that my ad-copy writing skills are…well…less than great.

I’m wondering if you would suggest ways that I can improve my writing skills in a hurry.

Thanks for your time,

- Andrew Hymers

PS. I’m also wondering if you could recommend someone who is interested in mentoring a newbie like me.

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  1. Andrew,

    There isn’t really a way to hurry the process, but you may be relieved to hear that your first attempt (or first few attempts, for that matter) at writing an ad for a campaign are very unlikely to immediately turn out to perform better than the existing ads for the competition. Ad tuning is a process that you will most often spend weeks at before you get an ad to perform at or above the level of the existng competition.

    This is why we want to focus first on calculating the actual EPC you are generating, and adjusting your bids accordingly so that your actual CPC is less than or equal to your EPC. This way, the ad tuning process (though slower with the typically low volume of clicks a new ad is likely to get at the conservative bids you are likely to wind up with) doesn’t cost you any money, and you are not desperately writing and re-writing ads without giving enough thought to the re-writes or fully testing each new ad, all because you are desperate to stop losing money.

    As for mentoring, I don’t offer any type of seminars or tutoring at this time (and I don’t personally know anyone who does), but I am happy to answer any questions you would like to post on this board. Especially as I am likely to have other readers with similar questions, and by asking and answering them in this format, I can help any number of my readers.

    Tony

    Comment by Administrator — July 23, 2007 #

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