"Google Adwords Ads- "Making
an Impact in a Small Space"
Are you frustrated with the results from your Google Adwords
advertising campaign? Let's face it, you've got just a few
lines to make a huge impact. If your ads don't draw the
reader in, they won't click and if they do click and your
landing page doesn't convert well, you won't make the sale.
It all begins when you put together your text ads, which
can't be over 25 characters -- and the description lines
max out at 35 (including any spaces used).
A well written ad will give you an edge over your competitors,
who may be competing for the same keywords/phrases. Higher
click thru rates will help your ads to rise in the ranking
as this is part of Google's ranking criteria.
Before you get too creative, Google has a few
things to say about what is and what isn't allowed
in your ads.
1) You can't repeat punctuation, or symbols.
For example, no: !!!! or
2) You're only allowed one exclamation point in your ad
and it cannot be in
3) Avoid the use of superlatives such as best, cheapest,
or #1 -- unless you have third party verification on your
website to back up your claims.
4) Capitalization of every letter in a word is not allowed.
For example: FREE, LOOK. However, you can capitalize the
first letter of each word if you like.
5) No foul language or misspelled words, but why would
you want to do that?
6) Believe it or not, you cannot use words that entice
the viewer to click things. The phrases "Click Here"
or "Visit this Link" are no-no's.
So now that you know the things you don't want to do, let's
turn our attention to what you should be doing.
1) If you're trying to target a local audience, make sure
to mention your location within the ad.
2) As with all good advertising you want to stress the
benefits of your products and services; not features. Make
sure you know the difference.
3) Try to use "call to action" words in your
ads. For example: "Download Now", "Buy",
4) Remember that the urls in your ads do not always have
to lead to your home page. You want the url lead your visitors
to the exact page the ad is about. For example, if you want
to offer a free ebook, lead them to the download page, don't
make them look through your site to find what it is you're
advertising in your ads.
5) Try to use keywords or phrases in your ad copy, within
the titles and
descriptions. When someone searches for that word or phrase,
ads that contain that exact phrase will see they are automatically
6) Make sure to set up separate campaigns for the different
products and services that you offer. Each ad group should
be centered on only one topic.
7) Once your ads are up and running, never stop evaluating
and tweaking your ad copy and tracing conversions. You need
to know what's working and what's not.
If you learn through testing your ads that one is outperforming
can log into your Google account and select that campaign.
You'll then want to click on "Edit Campaign Settings"
and check the box that reads "optimize show better
per- forming ads more often." This will insure that
the ads getting more clicks will get the most "playtime."
If you'd like to learn more about Google Adwords, there
are some really good ebooks
on the subject.
Perry Marshall http://www.perrymarshall.com/google/
Phil Chapman http://tinyurl.com/s2qfu
(Hard Copy Book)
Andrew Goodman http://tinyurl.com/pksws
Remember, pay per click traffic is a numbers game. You
need to write good copy that gets the click and make sure
once you get them to your site that they're doing whatever
it is you want them to do. If they don't convert you may
be getting traffic, but still not making the sale.