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Just imagine, you have an army one hundred thousand strong, they are all salesmen canvassing the planet just for you. That is what your Google Ads are. The best thing is that you only have to pay them when customers open their doors to hear them.

Advertising is selling in print. That means the words you should use in your Google ads are the same words you use when you're on the phone or sitting across the table from a prospect, convincing him to buy something.

Before you try to write advertising copy, you should try to explain what you're selling to someone who might buy. And then, when they raise their eyebrows and lean forward, pay attention to what you just said.

That army of tiny Google salesmen will succeed for that reason also. Your biggest challenge is the limits on space. You are limited to 25 letters and spaces or less in the headline and the two lines of body are limited to 35 letters and spaces each. Your display URL is also limited to 35 letters and spaces.

So those are your limits. And that's okay, because your goal is not complex: just be clear, simple, and relevant.

Literary folks with Ph.Ds or even MBAs generally have serious marketing disabilities. For advertisers academics can be more of a hindrance than a help.

Literary genius is not a requirement. Street lingo is more the style for Google Ads, not highbrow terminology. You want to speak in a conversational language that he is comfortable with on a daily basis. That is when he will 'click'.

Within the fraction of a second it takes to read your headline, your prospective client will make up her mind on the question 'to click, or not to click'. Your headline will hold the greatest amount of advertising weight on your webpage, just as it does with print advertising.

Start with that keyword your customer just typed in and fit it into your headline. That will be the first signal to him that you're truly relevant. This means that you'll want to create enough different ad groups that each of your major keywords can have an ad of its own.

For instance, what if you sold custom power supplies? There is certainly more than one direction a potential client can come looking for the product or service you sell. He may be searching for "adaptors". He might be searching for "power supplies". He might be searching for "transformers".

The thing to do is click on over to your favorite keyword tool, like Wordtracker, or maybe you have some keyword generating software. When you are there you will find all the major variations and related keyword terms for your niche market. Your next step will be to divide them up into sub sets for grouping to match specific ads. Such as:

Custom Power Adaptors

Record-Speed Custom Production Time

Get a Full Quote in 1 Business Day

XYZAdaptors.com

adaptor

adaptors

ac adaptor

power adaptor

custom adaptors

Custom Transformers, Fast

Inventory Cost, Lead Time Advantage

Get a Quote in One Day or Less

transformer

transformers power

transformers

electrical transformers

voltage transformers

Power Supplies to Order

Inventory Cost, Lead Time Advantage

Get a Quote in One Day or Less

XYZAdaptors.com

power supply

power supplies

switching power supply

dc power supplies

ac power supply

These ads may not seem to be very catchy. They don't have any real attention getting phrasing either. In fact they may seem boring. But since they aren't aimed at the average Joe on the street. That is just fine.

This particular company caters to engineers. These ads speak the language that engineers would understand, relate to, and appreciate. They match their audience just fine. And they get a good clickthrough rate.

Using your major keywords in your headline and creating as many different ad groups as you need with all of your biggest keywords is what makes the formula work.