Google AdWords Copy Sample
Developed strategy
Did Google SEO research
Developed copy
Google Ads/Pay-Per-Click
Synopsis: Mom-and-pop shop Langley Typewriters -which renovates and sells vintage typewriters- hopes to reach a broader market than window shoppers from their High Street store.
Asks: Develop three Google AdWords ads. The headlines can have up to 30 characters, the description up to 90 characters.
Assumptions:
· Langley Typewriters has an essential website already.
· The city of Langley mentioned above is Langley, WA.
Research/Tools Used:
Answer the Public, Google, Google Trends, Reddit and Wordster
Audiences:
· Regional: This audience lives primarily in the northwest, Washington, and likely in Island County, including Langley, WA. This audience contains several subgroups that include writers, typewriter collectors or maybe just people who feel nostalgic for the typewriter they had in the house growing up (even Tom Hanks if he is in town – he’s a noted typewriter collector).
o The average search amount per week for Washington + typewriter is 76; typewriter + Langley was 76 as well, according to Google Trends.
· Collectors: This audience collects typewriters as a hobby. They are concerned with the make, model, condition, and other details. Langley Typewriters' attention to refurbishing to peak condition means you should be a beacon to typewriter collectors all over the nation – and beyond.
o The top brands for typewriters, according to Wordster, in the last three months are Underwood (4,206), Royal (3529), Smith-Corona (3,41112), and Remington (1,618).
· Digital Minimalist: In an age of folding phones, voice transcription software, VR headsets, and other gadgets, who needs a typewriter? As it turns out, people stare at screens all day. Minimalism has generated hundreds of articles over the past few years and spread into pop culture thanks to the Marie Kondo empire.
o Showing that many people consider typewriters to declutter their minds and minimize screen time, Google Trends shows people searched for phrases with Declutter + Typewriter 78 times a week, Digital + Minimalism 72 times a week, and Better + Writer + Typewriter 82 times a week.
Ads:
Ad 1: Regional
Headline 1
Typewriters for Sale - Langley
Headline 2
Old Typewriters, Washington
Headline 3
Buy Online or In-Store
Description 1
Visit Island County and Washington’s largest typewriter shop. Working old typewriters.
Description 2
Large selection of make and models. Free shipping. See our website for special deals.
Ad Description: This ad focuses on customers living in or near Langley, Washington, in Island County, actively looking for old typewriters. Surprisingly, compared to ‘old,’ ‘vintage,’ ‘retro,’ ‘used,’ and similar words were not searched for as frequently. The descriptions make a bold claim stating that Langley Typewriters has the largest typewriter shop in the state with a wide variety of makes and models, which should be an excellent incentive to buy.
Sitelink recommendations: location, phone number, typewriters for sale (links to a page with all makes and models that they can filter by brand name or price)
Ad 2: Collector
Headline 1
Buy an Old Working Typewriter
Headline 2
Underwood, Royal, Smith-Corona
Headline 3
Free Shipping on All Orders
Description 1
Compare features on makes & models from top brands: Underwood, Royal, Corona, Remington.
Description 2
Enjoy free shipping. Speak with experts on the phone. Buy replacement parts.
Ad Description: Utilizing the names of the most searched for old typewriters (Underwood, Royal, Smith-Corona, and Remington), this ad attracts collectors and states what the customer should do – buy an old typewriter. The ad also highlights the store sells replacement parts, provides free shipping, and allows collectors to connect with an employee to discuss.
Sitelink recommendations: links to separate pages for Underwood, Royal, Smith-Corona, and Remington. That way, collectors can quickly get to pages with the brand their most interested in buying.
Ad 3: Digital Minimalist
Headline 1
Tired of Too Much Screen Time?
Headline 2
Try Vintage Manual Typewriter
Headline 3
Become a Digital Minimalist
Description 1
Cut your screen time and become a better writer with a vintage manual typewriter.
Description 2
Discover how manual typewriters can help focus your writing. Wide choice. Free shipping!
Ad Description: This ad uses its headlines to solve a customer’s problem (too much screen time), offers a solution (manual typewriter), and utilizes the popularity of minimalism. The descriptions explain how cutting out all the bells and whistles of word processing software might help an unfocused writer.
Sitelink Recommendations: location, phone, and sale items.