Writing Google Adwords Ads

Adwords is a great way to get traffic. You can switch it on and off whenver you want, and by traffic for just a few dimes, nickels or pennies.

So let’s say you’ve decided to Advertise on Google’s Adwords system.

How do you write your ads?

Today we’re going to talk about what an Adwords ad looks like. Adwords ads have a specific structure and very limited size. Here’s what Google gives you to work with:

The Headline

Format: Up to 25 characters, underlined and in blue.

The Headline is your “Ad to the Ad”. In other words, it’s the single most influential element in getting someone to read your ad. As a result, you want to make sure that your headline quickly draws the searcher’s attention.

Body copy

Format: Two lines, each up to 35 characters long, black text.

The Body copy is where you expand — if only a little bit — on what the headline says, and what you are offering.

Display URL

Format: Up to 35 characters, green text.

Most advertisers think of an Adwords ad as a three line ad plus a URL.

These advertisers don’t typically produce ads that are as compelling as those who recognize that the display URL is the second most influential element in an Adwords ad, and can be changed like any other line of text.

Destination URL

Format: Up to 1024 characters, hidden

With Adwords, the green-colored display URL shows the user where they are going to go if they click, and that has to be where they ultimately end up. But you can actually send traffic somewhere else so long as the user actually ends up at the page promised by the Display URL.

That means you can send your click to a tracking system first, or even include additional parameters or codes in the link that Google follows (that people never see).

Here’s something important to remember about Adwords ads…

Google values relevance over everything else. They want their advertisers to deliver good content that is relevant to what their website searchers are looking for. So to do that, follow these tips.

As you know, you’ll be getting traffic for specific keywords. Make sure you include those keywords in your headline. Repeat the keywords again in your body copy. And finally, put your keyword in your destination URL as well.

So that means that an ad that looks like this:

HL: Home Ice Cream Maker
B1: Make Your Own Home Made Ice Cream
B2: Using this new Home Ice Cream Maker
DU: www.HomeMadeIceCreamMaker.com

I’ve made up this Ad and URL, but you get the idea, right?

Believe it or not, if you write simple ads like these, filled with keywords in every part of the ad, not only will you find yourself flooded with lots of targeted Google traffic, but Google will discount your cost per click, too!

To Your Success,

–Mark Widawer

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