Creating your first Google Ads ad. Its role is to generate traffic on your website; therefore it must attract customers’ attention. You have to motivate people to click on it. You must be concise, accurate and clear for you have restricted space. Be careful, characters include spaces as well. Here is the structure of ads in Google Ads:

Headline (max.25 characters)

Description line 1 (max. 35 characters)

Description line 2 (max. 35 characters)

Display URL (max. 35 characters)

Destination URL (max. 1024 characters)

This way of creating ads is recommended by most Google Ads experts:

• Always include your exact keywords in the title of your ad. If searchers see the keywords they entered in the title of the ad, they will likely click on it.
• The first description line should contain your most important benefits to grab customers’ attention and to force them to take action.
• The second line should list features – what exactly people get after clicking on the ad. Moreover, I suggest you put a call to action to this line.
• The display URL can be used as well – after your domain address you can put anything.
• Your home page may not necessarily be the best one for all your ads so your URL destination address should mirror the content and purpose of your ad.

Before starting to write your ad and your description, just have a look on these useful tips:

• Get inside the customer’s head. What are your customers looking for? What do they expect?
• As you have limited text space, avoid terms like “a”, “the”, “of”, “at”…
• Use words like “new”, “free”, “limited offer”, “discount” to attract clickers.
• Avoid superlatives like “the best product…”, “the most wonderful …” or “the top of…” It is too basic and not pertinent.

It is a good idea to run two ads against one another in a campaign. After you get at least 20 clicks, delete the one with the lower CTR and write a new one to replace it. Google will automatically alternate your ads according to their CTR.

To create a new ad, just click the link “Create Ad Variation”. Enter your new ad, and then click “Save new ad”. Google will alternate your different ads throughout the day.

Repeat the keyword in both the ad title and ad description to improve your chances for a click.