Twitter Facebook LinkedIn Flipboard 1 Continuing on our theme of creating Great Google Adwords Ads, today we’ll look at formating your ad. Last time, we talked about picking keywords and elements that make an Adwords ad successful. But, what does an Adwords ad look like? Here’s a real Adwords ad that shows up in the first position in a search for “Shoes”. Dockers® Shoes Official Site. Dockers® Shoes In Many Styles & Sizes. Shop Today! www.dockers.com/shoes Now, let’s deconstruct the ad. The 1st line is the headline for the ad. It’s also a hyperlink taking you to the website – although I removed the hyperlinks so as not to advertise anything. The 2nd line gives you more information The 3rd line makes the offer and the call to action. The 4th line is the hyperlink again (although I removed the link again). All Google Adwords ads look like this — limited to 4 lines and a total of 25 characters for the headline. Additional lines are limited to only 35 characters each. Your URL (or hyperlink) is limited to 35 characters (although the actual URL may be longer, only the 1st 35 characters will display. That’s it. That’s all the space you have and its not much. So you need to be clever, make every word count, and create compelling text that drives users to your website. So, what do you think about this ad? Does it adhere to our recommendations for a successful Adwords ad? Good attributes of the Google Adwords Ad Well, they get the keyword in the ad multiple times. There’s a clear call to action — “Shop Today!” Improvements on the Google Adwords Ad Personally, I don’t feel the copy is that emotionally charged. The writers spend too much time convincing you this is the official site for Dockers shoes, which probably doesn’t buy them a lot of interest. The offer isn’t that great — “Many styles and sizes”. Again, this doesn’t really peak my interest. Let’s compare this with another ad Shoes at Zappos.com www.zappos.com/ Free Shipping Both Ways on All Shoes at Zappos.com! This ad looks a little different because it’s displayed before organic search links rather than along the right side of the organic results. But, the format of the ad is the same — headline, link URL and 2 lines of description. Why this Google Adwords ad is BETTER The headline BEGINS with the keyword. The more prominently your keyword appears in your Adwords ad the more likely folks will select the link and visit your site. Zappos makes a compelling offer — free shipping both ways. This shows they know their target audience. The biggest single factor detracting from ordering shoes online is that you can’t judge the fit of the shoe or how it will look on YOUR foot. Free shipping both ways eliminates the expense and inconvenience of having to send the shoes back. It eliminates any risk associated with buying the shoes. This makes their Adwords ad very strong. They repeated the brand name multiple times, building on their strong brand recognition. I hope this helps give you some ideas for creating more successful Google Adwords ads. Next time I’ll walk you through using the Google Adwords platform now that you understand the marketing and structure of good Adwords ads. I’m a Google Engage Agency – and I can help Google gave me a limited number of $100 free coupons for companies getting started with Google Advertising. If you’d like one of these coupons to test the Adwords waters, let me know and I’ll set you up (normal consulting fees apply if you wish help in creating your ad). Be sure to subscribe to our email newsletter, where you’ll get even more insights to make your marketing SIZZLE Hausman Marketing Letter Twitter Tweet Facebook Share Email This article originally appeared on Hausman Marketing Letter and has been republished with permission.Find out how to syndicate your content with B2C Author: Jay Leonard Jay is a UK-based cryptocurrency expert, specialising in fundamental analysis and medium to long term investments. Jay has a great deal of hands-on experience in analysing financial markets and performing technical analysis. Jay is currently focusing on the institutional adoption of cryptocurrency and what it means for the future of … View full profile ›More by this author:Top Trending Meme Coins: ELON, HOGE, SAMO, TAMA, MARVIN, BABYDOGE, MONAHotbit Exchange Forced to Suspend Service As it’s Under Criminal InvestigationCameo CEO Steven Galanis Wallet Hacked – $231k Worth of NFTs Stolen