If you haven’t learned about keywords and keyword match types, as well as bidding and other factors that determine your ad placement, please read our Google AdWords Getting Started article. Make sure you are also familiar with campaigns, ad groups and bidding before you proceed. 

 An effective AdWords Ad Creating Effective Ads 

You are given four fields: 

Title – 25 characters. In blue and underlined. 

Display URL – 37 characters. In green, beneath the title. Not necessarily the destination URL. 

Description 1 – 35 characters. 

Description 2 – 35 characters 

Use the keywords in your ad group for better click-through rates and increased relevance. Include a call to action in your description, for instance, “Download your free guide now!” 

Inspiration for your ads can come from Tweets that have been successful, from testimonials from customers, or from blog posts that created a stir. Often, these, too use a formula that boils down to this template, “We do _______ so that you can ______.” Always focusing on a benefit to the customer, either in the form of relief from a challenge or some improvement to their lives.  

If you can include a “what makes us different” statement (“5 star rating on Angie’s List” or “RatedBest Marketing firm in Ohio”), this will make you stand out even more. 

Create different ads for each of your Ad Groups.  This allows you to be very specific in your wording, which will attract qualified visitors. Create different versions of ads for the same ad group for testing purposes. 

Experiment with punctuation and capitalization, but avoid all CAPS. I listened to a webinar this week in which one of the presenters said he doesn’t use periods because periods indicate a “stop” and he doesn’t want viewers to stop. Definitely worth testing that theory! 

Use your display URL wisely to increase click-throughs. Your display URL can be anything as long as the domain matches yours. So, for an ad for the keyword, “outsource social media” you could set the display URL to mydomain.com/outsource-social-media, even though the destination link is http://mydomain.com/adwords-pages/june-campaign/outsource-social-media. 

Effective Landing Pages for your AdWords Ads 

Effective Landing Pages – Elements You’re not going to spend all this time choosing keywords and organizing campaigns only to send people to your home page when they click on an ad – right? Creating effective landing pages is a complicated subject, but basically speaking, an effective landing page is uncluttered, simple and  contains: 


  • No navigation to distract. 
  • A compelling image. 
  • A form that is above-the-fold, and asks for no more than the essential information. 
  • A headline that corresponds to the ad copy that leads them there. 
  • A compelling reason they should fill out the form. Answer their question, “What’s in it for me?” 
  • Something other than “Submit” on the send button (people don’t like that word – try “get it now!” instead). 
  • Options to allow them to share the page on social media. 
  • A confirmation page with other conversion opportunities. 

When used with Google AdWords, a landing page must also be obviously relevant to the keywords and ad that lead the visitor to the landing page. For example, if your ad group uses the keywords, “blue shoes for women,” your ad should contain that phrase, as should your landing page. Never make a visitor wonder, “How did I get here?” If it’s not crystal clear, they will not convert, and your money was not well-spent!