5 Tips on Creating Attention-Grabbing Adwords Titles and Descriptions
Writing effective ads is a MUST in order to succeed with Google’s Adwords.  With a limited amount of space, advertisers must get their message across quickly and powerfully to capture attention and achieve click-thrus.

1. Keep titles and descriptions focused and relevant. 

Be as specific as possible, while still communicating a good reason for viewers to take action (to click on your ad).  They must be convinced in the course of a few lines of text that you have what they need or what they’re looking for, so every word counts.

2. Focus on why the viewer would want to know more:  What is the benefit of your product or service? 

Marketing experts have identified three primary reasons people buy: to fulfill a basic need, to solve a problem, or to improve their self-image.  The title and description should state what is being offered as well as the need it fills, the problem it solves, or the emotional benefit it brings.  Without this message, the ad will not be as compelling as the competition’s.

3. Focus on their needs…it’s all about them.

The initial goal is not to achieve a sale, but rather to convince the viewer to take the first step toward making the purchase.  Make the landing page as compelling as the title and description, and publish a sign-up form so the viewer can take the next step, requesting more information.  With their name and email address, future contact is made possible - another important step in the sales cycle.

4. Maximize keyword usage. 

Targeted keywords will bring more qualified impressions – viewers who are in the market for what is offered.  This is important, because reaching the wrong audience results in a higher cost per click but fewer conversions.  Using a good keyword list also helps advertisers maintain a better ad position.  Higher ad positions lead to more click-thrus.

5. Titles and keywords should give a strong call to action. 

Creating a sense of urgency is one way to accomplish this.  For example, a limited-time offer gives the viewer a reason to click now, instead of putting off the action until later.  Other possibilities include offering a sale price through a specific date, or offering a “freebie” to the first 100 people who respond.

Test, test, test… 

If ads are not receiving the desired number of clicks, try using different information in the ad.  If the price is a competitive advantage, include it in the title or description.  Use attention-grabbing words such as download, free, or trial, but only if these are appropriate.  Using words to increase impressions works against the advertiser, because this results in greater CPC, with lower CTR.

Be focused, and emphasize the advantages of the product or service.  And above all, be willing to try new approaches while designing an effective Adwords campaign.

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