June 28, 2018

Can you tell stories in your AdWords ads?

Linzi and I were talking the other day about our friend’s occupations, and how little we know about them.

A few are doctors, but mostly they specialise in a particular area of medicine. Paediatrics, teaching, anaestetics… it gets beyond my scope of comprehension pretty quickly.

Another friend sells credit card merchant accounts. (Not Worldpay, lucky him.)

Another works in recruitment.

Another is an electrical engineer. He’s worked in the same role for 12 years, and I still only have a vague idea what he does.

On the flip side, nobody knows what I do. Including me some of the time.

I kind of think this is the norm now. Unless you have a clearly defined trade, you probably second guess yourself when people ask what you do for a living.

If that’s the case, the linear approach to marketing – where you lead with offers and benefits – probably won’t work too well. To get to a sale you have to take a less direct route, involving narrative and story.

I’m holding a webinar tonight where we’ll look at how this applies to Google AdWords.

AdWords is a fairly direct advertising medium. It’s sensible a lot of the time to lead with offers and benefits. But there’s a problem with this…

The risk is you end up sounding like every other advertiser on the search results page. You get into an expensive bidding war, where Google is the real winner.

Tonight’s webinar is about writing less direct AdWords ads. Ads that introduce an element of story or emotion. I’ll explain the thought process behind these ads, and how to create them.

I’m only making this webinar available to Story Selling Insider subscribers. There will be a recording if you can’t join live.

Read more and join here

The registration link is in the Story Selling Insider member’s area.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.