Key Principles of Writing Google AdWords Ads

Google AdWords continues to be one of the most effective PPC advertising models on the web, and businesses of all sizes can get started with AdWords within a few hours. Writing effective ads is a critical element of the campaign; since you only have a 35 characters of text in each line to get the attention of your audience, the words you select and the statements you make must be very specific and structured in a way that generates clicks.

Learning what to write in each line, and making sure you are using the right URL extensions are just some of the critical elements of a successful Google AdWords ad. If you’re just starting a new Google AdWords campaign, here are some essential tips for writing that first ad:

1. Use the keyword in the headline. Perry Marshall and Bryan Todd, authors of the book “The Ultimate Guide to Google AdWords” explain that more people click on ads when the headline includes the keyword or keyphrase that they were searching on.

This means it is to your advantage to include the keyword or keyphrase in that very first line; weave these words into the headline to create an attention-grabbing headline that has the potential to generate more clicks.

2. Describe your benefit in the second line. Most readers will respond to an ad that clearly lists a key benefit near the beginning. Make sure you are listing your benefit on the second line, not your offer or a feature. Think about ‘giving them what they want’ before highlighting a feature or a special offer.

3. Use the third line for your feature or offer. When you’ve clearly stated the benefit, then it’s time to introduce your special offer or a feature that supports the benefit.

Keep it short and simple, and make sure this line does not overpower the second line.

4. Use the last line for your landing page. Many companies make the mistake of inserting only their website URL on the last line, but you have the freedom to enter in any destination you want in this area. This is a great reason to set up a separate landing page specifically for your AdWords campaign; this landing page URL can be inserted into every ad you run so you can track how well your ad is performing. Inserting a clear destination here may also encourage more clicks.

5. Test results with a similarly written ad. If you want more clicks from each campaign, consider running two very similar ads with slightly different wording. You can still use the same keywords and keyphrases, but tweaking these slightly and measuring for performance can help you generate more clicks on each ad run.

Setting up your Google AdWords campaign for the first time can seem like a daunting task, but it doesn’t take long to understand all of the elements of Google AdWords and creating compelling and persuasive ads. Use these tips and strategies to start running high-impact ads that drive traffic to your website, enhance your brand and help you generate the sales you want.

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