AdWords Tips, part 2: Ads That Get Clicks

If you’ve been following my advice so far, you’ll have read Perry Marshall’s Definitive Guide to Google Adwords to get quickly acquainted with the system (plus you’ve got a good handbook to refer back to), and you know how keywords work to show your ads. What’s next? Writing effective ads.
An effective AdWords ad is one that gets lots of clicks — that is the only thing to be concerned about when writing your ads (except, of course, Google’s editorial policy). If you’ve done your keyword research, you’ll get impressions; if you’ve got a page that converts to sales (or leads, or commissions), you’ll get a return on your investment. But getting people to your landing page is the ad’s job, and there are some things you can do to pump up your CTR, which will improve your ad’s position and lower your click costs. Read the rest of this entry »