Advertising is the name of the game in any business. Unless you get people to visit your website, you might as well have a lemonade stand on a deserted island. But what’s worse is advertising that doesn’t get someone’s attention – in particular, AdWords pay per click ads.

Learning how to write effective AdWords ads is essential when you plan to use paid advertising. So just what are the elements of success? Experts will agree that first and foremost, you must include your main keyword in the title, a strong emotional call-to-action, and at least one benefit.

Then when all is said and done – test, test, and test some more. Let’s take a closer look at these three concepts:

Since we’re talking about both human eyes and Googlebots, we need to serve up ads that are locked on to the keyword and relevant to the search. You only get 25 characters, so make sure your keyword is right on top (it becomes bold when someone types it in because Google highlights it due to its relevance).

So, if someone is thinking, “I need to make money” they type, “make money” into Google and get to see this AdWords ad:

Make Money Tonight (action keyword)
Get $100 By the End of the Day (proof)
In Your PayPal Account Now! (instant result)
www.makemoneynow.com

This follows the action keyword + Proof + instant result pattern, which is a common template.

Another useful template is to follow the desire keyword + only with this + do it now:

Want to stop smoking?
New technique guarantees success
Available now at introductory discount
www.stoppingsmoking.com

Knowing what an emotional or motivating benefit is means getting into your potential customer’s head. They’re seeking answers to a problem and you need to give them the answer they’re looking for.

A word of caution, though: you shouldn’t try to use trickery or exaggeration in your ads. Google will pull your ads fast if you break the rules. Be concise in your wording, use relevant words to your keyword, and be truthful.

Any Adwords experts will tell you that there is no “exact formula.” Each ad stands on its own merit. What works for one niche may not even extract an interest in another. Always, always run two ads at the same time. This is a time-honored advertising method called split testing.

You run two ads that are the same in every way except one word. Then you run the ads for 100 clicks to see which one pulls the best. Now you know which one works, so you take that one and change one word and split test it again. You keep at it until you get one that gets the result you want. But even then – never stop testing. People change. Needs change. So your ads need to change, too.

A good way to get an idea about how to word your ad is to study other ads – especially ads in your niche. What words are being used? What order are the words are in? How relevant are they? What makes you want to click through? Start a swipe file to inspire your own ad campaign.

Just remember that each and every character counts. You can cull words like a, if, it, and other less influential words. This is classified advertising and people are accustomed to clipped and concise phraseology. Just don’t make it too cryptic.

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