Marketing Services Blog

Pay-Per-Click Advertising Tips 3 – Ad Creation

Don’t forget to check out part one (keyword selection) and part two (keyword traffic estimation).

Now that you’ve selected targeted keywords for your AdWords campaign, it’s time to start creating your ads. Google has a specific set of character limits that you must follow in each of your ads –


Title (Blue underlined text): 25 characters

Ad Text: 70 characters

Display URL (Green text): 35 characters

There are also a set of parameters around your ad content including:

  • User experience
  • Accuracy
  • Legal requirements
  • Safety and security
  • Transparency and privacy
  • Google’s brand

Click here for complete information on Google’s AdWords policy.

After taking into account Google’s guidelines, it’s time to create a compelling ad that will draw targeted clicks to your website. Here’s a couple pointers to keep in mind:

  • Sell the product, not a name – Focus the ad on the product/service and its features/benefits, not your company’s name. If a searcher is not already familiar with your company’s brand, including your own
    name in the ad most likely will not help you attract clicks. With a limited amount of space, you cannot afford to waste precious characters.
  • Focus on conversions, not just clicks – A broadly targeted ad may draw more total clicks to website, but it will result in less “conversions” (customers who take a desired action on your website). For example, if you sell replica college football helmets (and not NFL helmets), it would be wise to specify that in the ad. Ad text “Replica football helmets” would bring more total clicks, but “Replica college football helmets” would bring more targeted clicks.
  • Land them on a landing page – The display URL (last row of text) is often a company’s homepage. That does not mean the ad has to take the visitor there, however. You can specify a destination URL. In the college football helmet example, if you ran an ad promising “Replica Ohio State Helmets,” you will see a higher conversion ratio if you take the visitor right to the page where they can purchase an Ohio State helmet rather then let them find their way there from the homepage.

The great thing about Google AdWords is that you can run multiple versions of your ad at the same time, so you can compare and contrast which versions are working for you and make adjustments on the fly. In the next update, we’ll discuss what statistics to look at to determine what ads are working best for you.

To learn more about our paid search services, or to receive a free pay-per-click analysis contact a Skoda Minotti Strategic Marketing professional at 440-449-6800.

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