How The Pros Create Adword Ads

I have written a great deal elsewhere about the research needed to compile a list of relevant keywords to enable you to create adwords ads. This article is about the second stage of getting your pay per click campaign underway, creating the ads themselves.

Any Google search will result in the natural or ‘organic’ results showing up to the left of the page whilst to the right are the four line adwords ads. They are made up of a headline, two lines for you to sell your product and the last line is the address of your site.

Line 1 is the easiest for me to comment on, it’s your keyword. Please note I am talking in the singular because each ad group should have only one keyword.

Lets take an example: Waterproof Cameras, it has 18 characters including the space, which is well within Google’s permitted maximum of twenty five. You will also notice that both words are capitalized.

There is nothing to stop you having your headline as a question but if Google thinks that it is inappropriate it will tell you to make changes. Sometimes a question mark can help to make your ad stand out, instead of Can’t Loose Weight, how about Can’t Loose Weight ?

If your headline, or part of it, is your keyword then it will be displayed, automatically, in bold form.

But, you say, that’s fine but what if your keyword phrase is more than twenty five characters ?

Two possible solutions. If your phrase is twenty five characters excluding any spaces then you could do this: ThompsonsWaterproofCamera. May look odd but if this as the phrase the browser was looking for it should still be effective. A more common solution is to have a default headline standing by, which in this case could be Best Waterproof Cameras.

Lines two and three are where you extol the benefits of your product or service. Please note I said benefits not features. The prospective buyer wants to know what’s in it for them. Not: Finest Fishing Rod Available but: Catch Fish 10% Heavier Guaranteed ! Not: Best Weight Loss Program Around but: Loose 15lb In A Week Guaranteed !

Your customers have a ‘what’s in it for me ?’ attitude, they do not care about you, your company or how wonderful you think your product is. They want their problem fixed, so when they click through to your site and do not find the solution detailed in your ad they will click away and you will have wasted your money paying for their visit. You can list your products features but only after you have made sure that your customer has no doubts as to what the benefits are.

Finally we reach line four, is there anything to say ? After all what we have here is the name of your site and nothing else. This is not quite the case, there is a trick that very few use. Did you know that you can put your keyword before the address ? For example, WeightLosswww.YourSiteName.org

The more you can hammer home your keyword phrase the better. In an ideal situation it should be part of your website address, the name of your landing page, the adwords ad headline and just before the website address as above.

I hope this helps you to create adwords ads campaigns that produce more orders and cost less ! I will next cover uploading your ads to the web using adwordsc software.

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