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How To Write Good Ad Copy For Your Google Adwords Ads

Updated on October 26, 2010

Better Ad Copy for Google Adwords Ads

Writing better ad copy for Google Adwords Ads has two main goals which are driving more qualified traffic to your site and preventing unqualified ones from clicking on your ads. To compose a better Google Adwords Ad is a balancing act between these two goals mentioned above.

Click thru rate (CTR) is one of the most important factors which determines the quality score of your ad. Ads with higher CTR tend to have lower cost per click and also higher quality scores. These ads are rewarded by the search engines by getting better placement on the page.

Writing the best and most relevant ad copy to achieve such high CTR is the key to success. The most important part of writing a good Google Adwords ad is the headline. Having a good click through rate starts by choosing laser targeted keywords which are directly related to the services or products you are selling or promoting. A headline can make or break an adwords campaign. Five times as many people read the headline than they do the description lines and display URL. An effective headline should always have the most relevant keyword embedded.

You should always use the visitor's search query or it's variation in your ad copy. You have to tie this keyword in to your valuable proposition. I prefer to insert this keyword manually instead of plugging it dynamically because this gives me more control over the ad even though it can very time consuming.

You can improve the CTR of your ad by testing different versions of the same ad. Most of the major search engines will let you test multiple ads simultaneously.

Use the keyword FREE if you can. This is a very powerful attention grabber. If you are advertising a product, service or site that give you something free, then you MUST add it on the ad. It will definitely boost up your CTR.

Capitalize every keyword in your ad except the words like "in", "and", "on", "to", "up", etc. This powerful technique will certainly raise your CTR.

Sell the benefits of the products or services you are promoting or selling instead of selling the features. People are more interested in the benefits.


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    • perfumer profile imageAUTHOR


      7 years ago from California

      Hi John,

      Thank you very much for your feedback!

    • profile image


      7 years ago

      Nice Article..

      There are interesting and informative articles in this web site.

    • adriankey profile image


      8 years ago from United Kingdom

      "Writing better ad copy for Google Adwords Ads has two main goals which are driving more qualified traffic to your site and preventing unqualified ones from clicking on your ads."

      I would suggest that there is also a third goal which is to qualify your lead and try to get them in the buying mood. For example, if your ad mentions you've got the lowest prices, then some people are going to enter your site with this belief and not look any further.

      Adrian Key

      Editor of AdWords Adviser, making AdWords more profitable for you


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