Pay Per Click Add Creation Guidelines

Pay Per Click Advertising is the fastest way to get new traffic to your website, but it requires lots of forethought in the ad creation.

Understanding the Limitations

Besides the punctuation limitations found in the Google Adwords help section, here are field size restrictions you must take into account when building your ad.

Headline:  25 characters
Description line 1:  35 characters
Description line 2:  35 characters
Display URL :  35 characters (must be a valid looking address)
Destination URL:  Any length necessary

Before getting starting, keep the following thoughts in mind as you create your first ad.

1. Don’t Rush!
   1. Rushing leads to unplanned action and unplanned action has no measurement system by which improvements can be made.
   2. Rushing also leads to poor keyword selection.  The goal is NOT maximum clicks, it is getting the maximum value for each click.  Less is more, fewer, more qualified leads will out pace thousands of unqualified leads
2. Plan Each Word
   1. You don’t have a lot of space.  Reader will be skimming, so abbreviations are acceptable, but they must be obvious.
   2. Focus on your target audience.  Don’t shoot for everyone, because you will be paying for clicks that will immediately bounce away.
3. Create multiple (competing) ads
   1. Your great slogan may be a legend in your own mind!  Run multiple ad versions for the same (limited) keyword set so you can see which ads work best.

Use Google’s Keyword tool to help you find the best keyword options for your desired ad.  Don’t write your ad to random keywords; find the right keywords for your perfect ad.

Using the Google Keyword tool to try and create your ad will lead to an expensive failure.  Decide what you are selling, write copy using the character restrictions above, and then find the best keywords to support the ad copy you created.

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