Google Adwords Writing - Compact Yet Stylish

An Adwords' copy is allowed one short line for the headline that can't go over 25 characters, plus two lines for the content that can't go over 35 characters. No more! A space is considered a character. Shouldn't it be easy to write a little copy? Not so. In fact, a writer knows compact writing is much harder than wordy text since every word counts heavily. Tight copy has to draw in the right traffic and the right search results.

Google Adwords space has little room for garbage. A well-written Google Adwords is approved faster by Google. Plus, Google ads that are written with purpose have better click-through rates and better responsive visitors. Astonishing how 3 lines of about 70 characters has such power!

A tight Google AdWords ad asks the reader to perform some task. Concentrating on optimizing your keywords and phrases is important. Also, understanding why you selected those words is equally important.

Great copy for an AdWord doesn't happen in a wink of an eye. Below are 10 tips:

1. Brainstorm copy starting with an inverted triangle. Write down what you most want your visitors to know. Include copy that has meaning to your target audience. Use language that makes sense to your demographic. Narrow down the copy using the following tips.

2. Power words, benefits and attention-grabbers move a reader to perform a click. Brainstorm into two columns where the first column is for listing features and the second column is for listing the features benefits.

3. State only true claims. These claims can be showstoppers but leave out "free" if a condition is involved. Google guidelines must be followed (https://adwords.google.com/select/guidelines.html).

4. State your point right away. The Internet will bring customers who want what you offer directly to you. The best headlines stand out because they say exactly what the customer wants.

5. Split-test your keywords by testing their power on Google search results. Also, test different versions of your AdWords ad on Google. Make changes to a poor performing Ad. Changing one word can make a world of a difference in your click-through ratio. If your Ad does poorly, Google will drop it.

6. Square brackets around keywords and customizing headlines are some programming tricks for an Adwords. Any keyword matches from a search will be highlighted in the Google ad if you bracket the keyword. A dynamic headline is customized to change according to searches. For instance, by using "Keyword:" in brackets in the headline followed by difference search terms, those terms will be displayed as the headline. An example is [Keyword: Writing Effective Google Adwords].

7. Omit words that aren't needed like it, of, in, on, an and a.

8. Boast what makes you stand out or unique. Can you offer something for a percentage less or better than competitors?

9. Get rid of freebie seekers by putting the deals or discount at the end of the ad.

10. Words packed with energy and emotion are call-to-action words. Pick powerful words and statements that closely match your product or service. Some power words include these, discover and enhance.

Writing effective ads for Google means including the exact information that your visitors need to make a purchase from you. By focusing on content that will improve your click-through rate, you will also see your conversion ratio improve. Who thought roughly 70 characters had such amazing power!

Copyright 2005 Riki Trafford. All rights reserved.
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