Many people try to generate leads and sales via Google AdWords and fail. But a great many others are very successful. While there can be endless reasons for failure, there are some commonalities that all successful text ads have-if you violate these basics you are going to have a harder time succeeding. Below are some easy to follow guidelines you should follow when creating your text ad:

To begin with use clear, concise, well-written copy that highlights the key feature and benefit of your product or service. You only have a small space in which to communicate your ideas on a page that is usually loaded with your competitors. So, if you can come up with something that sets your product/service above the rest then use that-but the key is to get to the prospect by letting him know you have the solution to his need, thus use a key benefit to him.

Below are some specific tips to help you create compelling ad text.

• Use keywords in ad copy. Take a performing keyword from your ad group and include it in your ad text, especially in the title. If a user happens to use that keyword in his search, the keyword phrase will appear in bold font within your ad on Google.

• Create easy to read ads that have impact. Give the reader a reason to click your ad. Use something that is different than the competitors on that page.

• Include discounts, prices and promotions -if applicable. Ads don’t sell but they do create interest. When you can run specials or discounts that set you apart from competitors use them.

• Powerful call-to-action. Call-to-action phrases include: Buy, Purchase, Call today, Order, Browse, Sign up, and Get a quote. Create urgency in your call to action – command the reader to do something.

• Select the right landing page (destination URL). If you haven’t created a unique landing page for your ad then use the specific page on your website that has the information or product described in your ad. If users do not see what is promoted in your ad when they click your ad, they are liable to leave your website quickly.

• Test multiple ads in each ad group. Experiment with different offers and call-to-action phrases to see what’s most effective for your advertising goals. The Google system automatically rotates ads within an ad group and shows the better-performing ad more often.

Jamie Sene

Author's Bio: 

Jamie Sene has over 20 years' experience in marketing and transactional sales from working in the private sector, public companies and his own businesses; he has a broad and proven track record both in marketing and sales. Jamie started his business career in sales in his early twenties, selling in various direct sales and telesales companies. This is where he learned the fundamentals of selling. Later on Jamie got deeply into sales management, becoming Vice President of Sales for a national consulting firm. After years of successful selling Jamie moved over into marketing where he established and successfully ran marketing departments for several publicly held international companies (SmartForce, SmartCertify, Skillsoft, FleetMatics). Today, he works as a freelance marketer. http://www.SmartMarketingGuys.com is Jamie's way of sharing his hard earned experience with those interested in learning more about the fundamentals of marketing and wishing to keep up-to-date with the latest proven marketing techniques.