How to Master Google AdWords - Part 2

4. Write an attractive ad - you have a very limited spaceto write your ad so you need to make each word count if youwant your visitors to click through to your web site orlanding page. Start with a clear headline, followed bybenefit, feature then web address.

5. Use strong verbs in your ad - strong verbs link directlyto the five senses--touch, sight, smell, sound, andtaste--and to familiar emotions. They are short andpersonal: "run," "fight," "love," "say."

Weak verbs seem abstract and impersonal. They tend to be long words: "employ," "postpone," "construct."

Here's a comparison of weak and strong verbs:

Weak verbs
Inform
Reduce
Indicate
Modify
Endeavor
Desire

Strong Verbs
tell, say
cut
show
change
try
want

Next time you visit the grocery store look at some of theheadlines of popular magazines ie Cosmopolitan Magazine.They spend millions of dollars researching words which willattract readers. By using strong verbs in your ads yourvisitor will be more inclined to take action.

6. Write ads that have rhythm - ads that have a flow niceflow to them effect people in a better way than ones thatdon't ie "simple self defense"

7. Set a daily budget - Google will recommend a specificamount to spend for each click. Don't go with theirrecommendation as they probably have their own selfinterest in mind. Start with a smaller daily amount thanwhat is suggested ie 5 cents per click and keep a eye onyour CTR. Ads shown at the top of the page don'tnecessarily produce the highest CTR. Aim for positions 6-8.Google will rotate your ads periodically so each one ofthem gets equal exposure.

8. Check on your ad regularly - when you first run your ad,check on it 3-4 times per day until you have got at least50 clicks.

9. Refine your ads - discard those ads that are notproducing a high click through rate. Continue editing thoseads that work or create new ones within your same ad groupuntil you find a winner. You can do this by using differentcombinations of keywords or trying different headlines.

10. Track your ads - track which ads produce the mostclicks. The adtracker I recommend you use is Adtrackz:

http://www.isitebuild.com/cgi-bin/a/t.cgi?adtracker

This software allows you to create a different URL for eachad and tracks how many clicks you receive each day from placing the ad. You can also use the Google tracker that'sincluded with your AdWrords account, however it is not as powerful as Adtrackz and has much less features.

When you have created a winning ad (high CTR) adjust thelanding page of your web site until you convert thevisitors into buyers.

By mastering Google Adwords Ads, you can confidently expand your marketing campaign to include other PPC advertising companies ie Overture, FindWhat and also tryoffline advertising.

Herman Drost is the Certified Internet Webmaster (CIW)owner and author of http://www.iSiteBuild.com Affordable Web Site Design and Low Cost Web Hosting Subscribe to his "Marketing Tips" newsletter for more originalarticles. subscribe@isitebuild.com. You can read moreof his in-depth articles at: http://www.isitebuild.com/articles

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