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A tip on writing AdWords ads (Now I'm just showing off)


A successful AdWords campaign consists of 5 pieces.

  1. Careful selection of relevant keywords
  2. Effectively written ads
  3. Savvy bidding
  4. Effective landing page
  5. Smooth sales process

I'd like to chat briefly about #2, writing effective ads. Writing effective ads with Google, pays big. Not only do effective ads garner more click throughs, but with Google, those high click through rates also help you climb "higher up" in the ad listings, without paying more.

So here's the tip.
This should be obvious, and to some of you it will be, but I see so many AdWords ads that don't follow this rule.

When writing AdWords ads, use the keywords you are bidding on in the ad copy.

The very best is if they're included in the first line of the ad (the headline). At the very least, have the keyword in the ad copy.

Why? Two reasons:

  1. You'll be showing visitors that you have exactly what they are looking for.
  2. Google will bold any words in your ad that show up in the query. See the example search for "feather dusters" below. (No, I don't have a feather dusters campaign, this is just to illustrate a point).


Notice how "Feather Dusters" show up in bold in the headline, and the ad copy?

But Carson, I have so many keywords, I can't make them all appear in the ad!

Ancillary tip:
Break your campaign into as many ad groups as you need to in order to be able to adhere to the above rule.

So let's say you're selling turnip juice. You figure turnip juice might make a great gift. Don't put the "gift" stuff in your general "turnip juice" ad group. Make another ad group, devote all the keywords to variations involving "turnip juice" and "gifts." Then headline your ad with Perfect Turnip Juice Gift. So you only have 15 keywords in this ad group? So what. It'll be worth it in when you see the click through rate.

The image at the top right of this post is a snapshot I've taken from a campaign I set up last month. For the uninitiated, a 1.5% CTR (click through rate) would be considered a good performing  keyword. As you start moving up from 1.5%, you're entering holy grail land. As you can see, I'm bragging. But I do it to reinforce my tip. Each of the keywords you see a report on above is a keyword that appears in the headline of my ad. Give it a try, it works.


Tim Howland

I've been trying another strategy that's been working really well- I've been buying my prospective customer's names as keywords.

I'm selling services to interactive agencies, so it's a fairly small pool of companies. Everyone who works for one of these agencies types the company name into Google every so often just to see what people on the internet are saying about them- it's been a really effective way to capitalize on corporate vanity.


I think that with Branded services especially in the business to business sector, this technique works more in Google or Yahoo's favor then the advertiser.

Keywords in the Headline gives you alot more clicks, but they don't convert as well. You also lose any branding value you could have gained from having your company name used. Just my opinion, but it is an opinion that can be verified with data.


I am trying to reactivate my keywords without buying into their minimum bid request. I understand that in order to do this, one must make the ad more relevant to the keyword. Well, I just finished tweaking my ad and all three lines of copy are written in a manner that could not be any more relevant to the keyword and the minimum bid is still through the roof. (I might also mention that they keywords I am advertising on have ZERO sponsors, yet Google wants 5 bucks per click. I swear to you that my ad is beyond relevant and I still cant get the bid down to the nickel it should be. What should I do to fix this?

Here is my ad copy for the keyword "Free Guitar Tabs"

"Forget Free Guitar Tabs
You Need Lessons More Than You
Need Free Guitar Tabs. $40 eCourse

I mention the keyword twice!

I have no clue...

Any guidance would be greatly appreciated.

Thanks guys, PUNCHaffiliate@gmail.com



Have you tried to delete that campaign and start al over, that is what i did and now i am paying 2 cents for a keyword where G wanted to have $7.56




This is very interesting siteu


This is good advice, and I would generally disagree with Chris above. Google assigns a Quality Score, which has EQUAL weight to the bid amount. If your quality score is less than "Great", you should have a good reason, because you are wasting money.

Having the keyword in the ad, the keyword on your site, and a call to action in the ad ("click here", "free estimate", "buy now") are the formula Google uses to determine a quality score.

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