Overcoming Adwords Angst: the Amazing 5-Step Formula

Posted by Laura Bergells

December 26, 2006

Talking to a few clients, I have uncovered what I’m calling “Adwords Angst”.

And the angst is this: much hand-wringing and hair-pulling over actually writing an effective Google Pay-Per-Click Ad!

My best advice:

Use the amazing five-step formula to create winning Adwords Ads… in minutes! Here’s how:

Step 1: Write the headline.

You have a maximum of 25 characters to enter here. Include your campaign keywords! Reason: people entered in your keyword phrase — so give them exactly what they are looking for! Further, Google will automatically bold any search phrases in your ad…making your ad stand out even more!

Step 2: Write Description Line #1.

You have 35 characters maximum to describe the benefit of your product or service. Peace of mind, financial security, enhanced knowledge…these are a few examples of benefits.

Step 3: Write Description Line #2.

Again, you have 35 characters, max. Use them to describe either the features of your product or service — or the call to action. Shop and save, free downloads, free shipping…these are a few example of features or C2As.

Step 4: Enter your home page URL.

This is where you get to do a little branding. Enter your home page URL, up to 35 characters. Got a long URL? Skip the www.

Step 5: Enter your landing page.

You can enter up to 1024 characters to point ad-clickers to your landing page. You will never, ever point ad-clickers to your home page. You will take them directly to a page that outlines exactly what they were looking for at Google. Further, you will design your landing page to use the exact same words that you used in your Adsense ad. This increases the comfort level of the clicker…they will know that they landed in exactly the right place. Trust factors go way up. Bottom line: creating and testing your landing pages can increase sales conversions like crazy!

And of course, you will write at least two ads for every ad group. You will find out which ad pulls the best, and eliminate the loser. In a few days, you will write yet another ad to replace the loser, continually tweaking your ads until you’ve got a winning campaign with high click-throughs, and high conversions.

There is no need for Adwords angst. And certainly no need to take four hours to write two little ads!

Adwords is not an institutional ad. It is quick and testable. If your ad doesn’t perform well, you can change it instantly.

Successful Adsense ads are also very formulaic. Use the amazing five step formula, and you’ll be writing great Adwords ads in minutes!

No angst allowed!