Google Adwords: Writing Effective Ads
Google Adwords remains as the premier paid traffic source in the internet today, and any business can setup and run ads on the Adwords network within hours. Writing effective ad words 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. Headlines must contain your keyword. People tend to click more on ads if the headline includes the keyword or keyphrase they typed in Google’s search box, according to Perry Marshall and Bryan Todd, authors of the book “The Ultimate Guide to Google AdWords“. 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. People are more likely to respond and click an ad if the ad clearly states a benefit near the title. 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. State a feature or offer on the third line. When you’ve clearly stated the benefit, then it’s time to introduce your special offer or a feature that supports the benefit. This line should be simple and concise and make sure this line does not overwhelm your benefit.
4. Use the last line for your landing page. 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 create a specific landing page for each ad to match the page’s content with that of your ad’s. This can also be used to obtain performance data on your ads, which you will need for optimizing your campaign later.
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. Make small changes in your ads and see which version will perform better.
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
