How to Set Up Google AdWords: Step 6

Create ad and keywords: Create an ad

Now that you’ve got your advanced settings all in order, it’s finally time to create your first ad!

First things first: you can create a variety of ads in AdWords: text, image, video, or mobile. Each has a variety of techniques, and I’m only going to go over the text ad, as it’s the most popular.

You’ll see five lines of text in the ad manager:

  1. Headline: The blue hyperlink to your landing page; total of 25 characters.
  2. Description Line 1: 1st line of black text; total of 35 characters.
  3. Description Line 2: 2nd line of black text; total of 35 characters.
  4. Display URL: The green text displaying your landing page; total of 35 characters.
  5. Destination URL: The actual destination landing page (that must match the display URL domain); total of 1024 characters.

create an ad

The wrong way to write an ad

Below is an example of how not to write an ad. It’s vague, not overly enticing, and most importantly: there’s no call to action!

create an ad 1

The right way to write ad

Here are some of the pointers Google AdWords Help gives for optimizing your ads:

  • Make your ad simple and enticing.
  • Have a sale or promotion? Include it! Free shipping – add it! Price, as we all know, is a huge differentiator.
  • Call-to-action. Have one. ‘Nuff said.
  • Include the keywords you’re bidding on in the text.
  • Choose the best destination URL – more often than not, it won’t be the homepage.
  • Test multiple ads. You might be surprised about which one performs better.

With a purpose in mind, I set out to try again:

create an ad 2

Remember: you’ll want to have tested the keywords you use in the ad beforehand (which I haven’t with this example), but you get the idea.

Congratulations!

You’ve created your first ad! Tomorrow, we start on keywords.

Nicki Hicks
Puppy Presents on the Brain

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