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 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. 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 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. 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. State a benefit in the second line. Internet users usually take action when they see a benefit after reading the attention-grabbing headline. 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. 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. Remember to keep your feature or offer brief and simple so as not to overpower your benefit.
4. Include your landing page 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 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. 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
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