Google Adwords – Ad Writing Strategies (Part 1)

Thinking of starting an adwords campaign? On the surface, the Google Adwords system looks deceptively simple. All there is to using Adwords is creating ads, setting the cost for your keywords and letting them run. The problem is, it is not as simple as that.

The most important and difficult part of your Adwords campaign could be the ad itself. The bottom line is that if your ad is not compelling, nobody is going to click on it. Considering the fact that you only have 3 lines to work with, you have to be very clever and come up with lines that are going to work.

How do you write that ad? There exist many theories on construction of ads, and they all work fine, but only for some segments of people. The key here is that you are not going to appeal to every segment. You have to choose your target market and make ads for that market.

Learning a few ad-writing techniques for Adwords will be of help to you. After all there is only so much you can write in 3 lines of 35 characters each.

Take your ad writing one line at a time.

Headline – This has to capture the attention of whoever sees your ad. If you are selling a book on natural acne cure, you may use a headline that says “Cure Acne Naturally.” Since you have only 35 characters, make it short, powerful and to the point. Make sure your main targeted keyword is also there in the headline. Mind you, this is important. Google highlights searched keywords in bold in your ad. When people scan the search results, they always look for keywords they entered. Most searched keywords that are highlighted in bold help catch attention. This is the reason ads with searched keywords perform better than the ones without.

First line – The first line of your ad is as important as the headline and should be as powerful. There is certainly no room for fluff. The first line of your ad should show the main benefit of your product. As discussed above, if you are selling an acne cure that is natural and will cure acne in 3 days, the key benefit of your product is the 3-day part. Your first line could read ‘Cure Your Acne In 3 Days, Stay Younger Looking, Lose Weight, Get Healthier, Live Happier, etc.” This is sure to grab people’s attention.

Second line – The second line of your ad needs to reinforce the first line. In the first line, you gave the most important benefit of your product, that acne would be cured in 3 days. The second line will contain the most important feature, which is “Natural Cure”. So, the second line would be something like “All Natural Cure Guaranteed.”

Let me tell you, this kind of ad will certainly get people to your website. It then depends on your sales copy to do the job of making them buy your product. I agree, those 3 lines of ad are not going to get people to buy your product, but will surely get them excited enough to get to your website.