Creating AdWord Headlines
It's hard to believe that 4 lines of simple text can be such a powerful advertising force for your product or service. It's simpleness is the reason for its success. All Google AdWords have the exact same structure. Every Google ad has a Title, two description lines, and a display URL. The first row, or headline, can contain no more than 25 characters. The only punctuation allowed is the question mark. The second and third lines are the ad text. Each of these rows can have up to 35 characters. The fourth row is the display URL and also allows no more than 35 characters. The display URL is not the same as the destination URL, which can be as long as 1024 characters.


Google Ad


Definitive GuideWhen creating an ad you must have a headline that will grab the searchers attention. The best way to do this is to use the keyword ion the title. Keywords will show up in bold on the adds (note the word Kegerator is bold in the example above). Using the keyword in the title will generally result in your ad being noticed and improve the click-through rate, which also lowers the price-per-click.

It wouldn't be very practical to create an ad for every keyword but if you have similar terms which can use the same ad text, but you would like to have the title dynamically match searched keywords you can use this undocumented function called dynamic keywords. Instead of entering text for your title use {Keyword:alternative term}.

Using this function will display the keyword searched for, as long as it is one of your keywords, in the title. If the keyword is longer than 25 characters the alternative term would be used. For example, if I had used {Keyword: Kegerator Conversion Kits} and someone search for "Kegerator Door Kits" and my ad was served then the ad would look like

 
Google Dynamic Keyword
 
If you enter {keyword:alternative term} then the keyword is displayed in lowercase, If you enter {KEYWORD:alternative term} then the the powers that be at Google will smite you and your ad since all caps is not permitted. Be careful with this function as it really only works for very specific smaller niche ads.

Other ways to get your headline noticed are:
 
  • Use of comparisons: "Better than a Honda" "Just as good as Pepsi"
  • Create a sense of trust: "1 Million Happy Customers" "Recommended By Dr. Smith"
  • Unbelievable claims: "Grow Your Hair Back" "Lay Around Lose Weight"
  • Use secret or insider information: "Hidden Secret in AdWords"
  • Testimonials: "How I lost weight"
  • Instructions: "Build It Yourself"
  • Questions: "Want to make Money?" "Are You Still A Loser?"
Don't use superlatives (best, fastest, greatest) in your title or give any instructions to "Click Here" or "Call Now". Do not use any objectionable material and do not over-capitalize or use exclamation marks.
 
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