I am assuming that you have compiled your keyword list to use with your pay per click Google adwords ads. What we look at today is how to create adword ads which is the next stage in your advertising campaign.

Any Google search will result in the natural or ‘organic’ results showing up to the left of the page whilst to the right are the four line adwords ads. They are made up of a headline, two lines for you to sell your product and the last line is the address of your site.

The headline must, if possible, be your keyword phrase or word. Am I suggesting just one keyword per ad group ? Yes I am.

You should capitalise every word of your headline. Remember it can only be twenty five characters long and spaces count as characters.

If your headline could be a question, I have found that adding a question mark can help in making your ad more visible. For example Backache Problems ? Don’t worry too much about what Google does and does not allow, they will let you know when you submit your ad.

By using your keyword phrase as your headline Google will embolden it – another plus.

But, you say, that’s fine but what if your keyword phrase is more than twenty five characters ?

Two possible solutions. If your phrase is twenty five characters excluding any spaces then you could do this: ThompsonsWaterproofCamera. May look odd but if this as the phrase the browser was looking for it should still be effective. A more common solution is to have a default headline standing by, which in this case could be Best Waterproof Cameras.

Lines two and three are where you extol the benefits of your product or service. Please note I said benefits not features. The prospective buyer wants to know what’s in it for them. Not: Finest Fishing Rod Available but: Catch Fish 10% Heavier Guaranteed ! Not: Best Weight Loss Program Around but: Loose 15lb In A Week Guaranteed !

An advertisement is not about you or even your product it is about what it will do about to solve a problem your customer has. When they get to your website and find that the benefits will result in their worries being ended your will have one very happy client. On the other hand if your landing page does not live up to the interest generated by your ad you are dead in the water and your ppc bill will have increased for nothing.

Finally we reach line four, is there anything to say ? After all what we have here is the name of your site and nothing else. This is not quite the case, there is a trick that very few use. Did you know that you can put your keyword before the address ? For example, WeightLosswww.YourSiteName.org

The more you can hammer home your keyword phrase the better. In an ideal situation it should be part of your website address, the name of your landing page, the adwords ad headline and just before the website address as above.

To create adwords ads campaigns, at the lowest possible cost, you have only one stage left and that involves the use of adwords software, but more of that later.