Write Better Ads Using Google Adwords

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. Include your keyword in the Title. Perry Marshall and Bryan Todd, authors of "The Ultimate Guide to Google AdWords" state that internet users are more likely to click on an ad if the ad's title or headline contains the keyword or keyphrase they were searching on. Use this to your advantage and capture people's attention instantly.

2. Second line must describe a benefit. People are more likely to respond and click an ad if the ad clearly states a benefit near the title. Differentiate between benefits, offers and features to make this technique work. Think in terms of 'giving them what they want' first before stating your product's attributes.

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. Place your landing page URL in the last line. You can enter any URL you want on the last line and lead surfers to any page on the web. Many Adwords users make the mistake of assuming that they have to enter their website's homepage URL. You can setup a different landing page for each ad you run to encourage more clicks and even track your performance.

5. Run a similar ad to improve your campaign. You can run two similar but differently worded ads to improve your campaign. We do this to know whether slight changes in words or ad structure can produce more clicks. Track which ad performs better and drop the less effective ad.

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.