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.
Expert adwords users follow a basic structure when composing their adwords ad. Read on if you are a new Google adwords user and use these guidelines in writing your first ad.
1. Headlines must contain your keyword. 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. 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 about ‘giving them what they want’ before highlighting a feature or a special offer.
3. Feature and offer goes in the third line. After ‘giving them what they want’, its time to support your benefit by stating a feature or your special offer. This line should be simple and concise and make sure this line does not overwhelm your benefit.
4. Place your landing page URL in the last line. 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.
5. Split-test your Ads. You can run two similar but differently worded ads to improve your campaign. Make small changes in your ads and see which version will perform better.
All elements needed for success in Google Adwords can be mastered with practice. 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
