You’ve run the numbers and you have a good Clickbank product, with a low refund rate, and a good affiliate sales percentage. Now it’s time to make some money!

The easiest and quickest way to promote your affiliate link is to simply buy some cheap targeted traffic. There are numerous Pay Per Click (PPC) services across the web, but the most popular are Google’s Adwords, and Yahoo’s Overture.

I’m going to teach you my simple six-step PPC ad writing routine. It’s easy to do, takes about 10 minutes, gives me 6-10 ad variations, and works 100% of the time.

1. Write a basic ad
2. Add descriptive words
3. Attempt to evoke an emotion
4. Add negative qualifiers
5. Run your ads
6. Evaluate results and refine

We’ll cover writing your ads today, and deal with running and analyzing them in tomorrow’s post.

Writing your Ad

The SOLE job of your PPC ad is to get a qualified person to click on it. That’s it. Too many people try to sell with their ad, and they fail miserably. If you’ve read any quality sales or marketing books, you’ll know that the “big Yes” (where someone purchases your product) comes from a series of smaller yesses. Your ad’s job is to simply present the offer and get someone to say “Yes, I’m interested in the details - tell me more.” Don’t worry about any marketing techniques yet - just write an ad with the first things that come to your mind. Here’s what I came up with just by writing (and not applying any thought to it) for a set of crochet patterns I’m selling:

Crochet Patterns
New set of thirty patterns
never available before.

Simple and to-the-point. Now let’s apply some marketing techniques to this basic ad.

Form an Image in the Reader’s Mind
You want your ad to form an image in the reader’s mind. The best way to do this is with descriptive adjectives - words that will cause the reader to get a mental picture of what you are talking about. Start with the first word that comes to your own mind when you examine the product that you are selling. These crochet patterns are beautiful, but beautiful is so commonly used, it’s lost a lot of its effectiveness. Let’s check out some other options in our thesaurus.

admirable, alluring, angelic, appealing, beauteous, bewitching, charming, classy, comely, cute, dazzling, delicate, delightful, divine, elegant, enticing, excellent, exquisite, fair, fascinating, fine, foxy, good-looking, gorgeous, graceful, grand, handsome, ideal, lovely, magnificent, marvelous, nice, pleasing, pretty, pulchritudinous, radiant, ravishing, refined, resplendent, shapely, sightly, splendid, statuesque, stunning, sublime, superb, symmetrical, taking, well-formed, wonderful

Cherry pick a couple of these adjectives that evoke an mental image for *you*… my choices are “alluring”, “bewitching”, “dazzling”, “elegant”, and “stunning”. Let’s integrate a couple of these “image words” into our ad.

Stunning Crochet Patterns
New set of thirty dazzling patterns
never seen before.

or

Bewitching Crochet Patterns
Brand new set of thirty alluring
patterns never seen before.

Evoke an Emotion

People buy things based on emotion, not logic. If you try to appeal to your reader’s logical mind as to why they should buy your affiliate product, you’ll fail almost all the time. Instead, concentrate on helping the reader understand how he or she will feel with this product.

Here’s a rewrite that appeals to the reader’s sense of pride:

Stunning Crochet Patterns
Be the envy of your friends with
these dazzling new patterns.

And another:

Dazzling Crochet Patterns
Crochet stunning items your family
and friends will love.

Add Negative Qualifiers
It’s possible to make a PPC ad TOO good. Since you will be paying Google or Yahoo everytime someone clicks on your PPC ad, you definately don’t want “looky-loos” and “freebie seekers” clicking on your ad and wasting your ad budget. So make sure to include a negative qualifier in your ad. This negative qualifier could be as simple as the price your product sells for, or could include a brief statement about who the product is best for. This allows you to prevent people who do not match your criteria from clicking on your ad. For example, a rewrite with negative qualifiers may read:

Dazzling Crochet Patterns
Crochet stunning items your family
and friends will love. $29.95

By adding the price, we’ll help keep people looking for free crochet patterns from clicking the ad, and therefore using up our ad budget. Here’s another rewrite:

Stunning Crochet Patterns
Your friends will be dazzled by
these! (Not for beginners)

By adding “not for beginners” to the ad, we’ll scare away the beginners, but possibly entice intermediate and experienced crocheters even further - especially if they are looking for a challenge.

A lot of times the owner of the product will include negative qualifiers in the sales letter - you can simply use those instead of trying to come up with your own.

Practice writing some PPC ads for your product. Start with a basic informational ad, and then enhance it with descriptive adjectives, emotional triggers, and negative qualifiers. Get 8-10 ads written and we’ll talk about running them and analyzing the results tomorrow.