Successful ads all have the similar traits. Simply put, you don’t get much space with these ads, so K.I.S.S (Keep it simple and smart). In your ads, you will be allowed:
- 25 characters for the headline.
- 70 characters of ad text.
- 35 characters for the Display URL
Basic “Know-how” of Ads
Following these steps can help you with the next section, where you will actually start writing the ads.
- The use of numbers – You’ll see numbers a lot in successful AdWords ads.
- The use of ASCII characters – As with numbers, ASCII characters make the ads stand out from the competition and draw more eyeballs to it than a block of words/letters. (The percent sign (%), registered trademark (®), plus sign (+) and asterisks (*) )
- A great offer – a great offer can overcome a lot of other deficiencies in a landing page. The same is true for an ad.
- A call to action – Let people know what they’re supposed to do.
- A benefit – Give them something
Important Terms to Know
Title/Headline – The title is the first line of the text advertisement. Its job is to attract attention to the text advertisement so the web surfer will read the rest of the text ad.
Description – The description is the second and third line of the text advertisement. The description’s job is to convince the user to click on your text advertisement in order to visit the webpage you’re advertising.
Display URL – The display URL is the fourth line of the text advertisement. This is the web address that the visitors will see when they look at your text ad. You don’t want this web address to look strange (don’t use weird numbers or letters in your web address), instead you want it to look easy to remember and short. Your visitors will not be going to the Display URL address, they will be going to your Destination URL.
Destination URL – As discussed, the destination URL is the web address that the web surfer will go to when they click on your text advertisement. The destination URL will not be visible by the web surfer. This is where you need to enter your unique website link.
This video will help explain some of the things we just covered: