In order to compose effective AdWords ads, it would be helpful to understand some basics of copywriting or classified ad construction. The principles of copywriting apply to Adwords ads, for sure, but the main challenge with the latter concerns the short amount of space to work with. In this article we will be discussing 3 effective AdWords copywriting tips to help you get the most out of your campaign.
When you sit down to compose your AdWords ads, always bear in mind that you want to talk to one person in a very certain manner. Nothing about AdWords PPC is general, and it is all highly relevant, narrow, and specific. Each ad for a product you advertise with PPC is about that one product and nothing else. You have precious seconds to compel someone to click your ad, and that is why meaning and understanding must be immediate. The keywords you target will determine the message along with the product you’re selling. You don’t want to put the cart before the horse, and that means your keywords must be in hand and already grouped into ad groups so you can just move on it. The best way to do this would be to create separate ad groups that are targeted towards each of these keywords, so that you can write the ad accordingly. Before your campaign ever goes live, Google will analyze everything and let you know about your quality score. Avoid being cute or gimmiky in your ads, and make your ads as tight as possible regarding copy and word choice. Be sure to use active verbs and not passive, and eliminate the use of articles in your copy. When somebody reads your ad, they should be able to get the message instantly and it should make them want to take action. The amount of space you have to work with very small, and that compels you to write very tight ad copy.
If possible, use your primary keywords in the display URL for each ad group. In addition to the URL, be sure your headline uses the keyword or your body copy – or both. If you’re brand new to PPC and Google Adwords, then take the time to learn from a reputable source, and then get started on it.