Creating your Adverts

Before we get into creating our first ad, it is important that we cover the basics of copywriting. Copywriting is extremely important not just for your ad but also for your website and any other advertising you may be doing in conjunction with your Adwords campaign. Getting people to visit your website is one thing, but you must also be able to keep them there and get them to input their details.

We have a simple formula for you to follow, to ensure you keep your customers on and to get them to opt in. When I say opt in, it is when the visitor to your site fills in their details on the website, allowing you to capture their details for you to market to in the future.

The formula is called A.I.D.A

A: This stands for attention. You must get the visitors attention in the first few seconds of them visiting your site, otherwise they will leave. The same applies to your ads, you must be able to get their attention or they will not click on your ad.

I: This stands for Interest. You must be able to grab the visitor’s interest, so that they will continue to stay on your site or click on your ad. You may do this by providing a solution for your potential customer.

D: This stands for Desire. You have to build the desire in order for your visitor to click on your ad or opt in. This could be by letting them know how much they would benefit from your product or solution.

A: This stands for Action. At the end of the day you want your visitor to click on your ad, to buy a product or opt in. To do this you need to give a clear and strong call to action. This could be by giving away something for free in return for them filling in their details, offering a discount on goods or for your ad selling them the solution and providing a link to your website.

The difficulty we have here is that the hardest copywrite you can write is for your adwords. Why is this I here you ask? Well you will see exactly what I mean when we move on to creating the first ad.

Right, now we have our campaign settings and we have keywords ready, it is time to create our ad. Here I am going to share some of the secrets only a few people know about. These will help your ad stand out from the rest.

You will see this page now  

So the first thing you want to do is select “Text ad” now we are ready to create the headline for our ad. I will keep to the examples I have been using throughout. What you want to do here is keep to the main keyword/phrase. So for the example it would be restaurants in London. Now what you want to do here is to type it in exactly as it is in the picture below. {KeyWord:Restaurants in London} using these bits of code {} and KeyWord:

KeyWord: Using this code will allow your ad headlines to appear in bold and highlighted giving your ad an advantage straight away, over other ads. It will also highlight any of the keywords in your title, in the body of your ad as well, so for example if your next line was “looking for a great restaurant in London?” Then restaurant in London will be highlighted.

{} Using this code will allow your advert to change its headline to match what is put in by the person searching for restaurants in London. So for example if the person types into the search bar Looking for restaurants in London, then your headline will become looking for restaurants in London.

These two bits of code are not known by many people, giving you an advantage over the rest from the outset.

Now we have a headline, we need to think about our two description lines. I mentioned earlier about using A.I.D.A and how it was very difficult to use it in your ads. Well the reason for this is you can only have 35 characters in each line including spaces. You have to think from the perspective of the person searching when you are putting together your description. For this I might put “The best kept secret in dining” on the first line and “FREE bottle of wine with every meal”. Notice how I have put FREE in capital letters. This makes the word stand out and will make an impact on the person searching.

You will also notice in the ad preview, that as you type in your headline and description it will change and show you a preview of your ad.

Now all you need to do is put in your display URL, this will be your domain name of your website for example “greatdininginlondon.co.uk” once you type in your domain name it will show your website link under this.

Now you can see your full ad preview.