How to Write a Good AdWords Article

Pay Per Click (PPC) advertising is a fast and effective way of getting traffic to turn in the direction of your site. One of the best places in which to put your PPC adverts is on Google’s search results pages via their AdWords network. AdWords is an easy to use and pretty straight forward way to start and manage a simple advertising campaign which can be used in conjunction with SEO techniques to improve the number of conversions your site enjoys.

At the root of a good AdWords campaign are some well written and catchy adverts which grab the eye of someone searching for your selected keywords. The basis for a good advert is a strong title, a description of the benefits your will receive from this product and some incentive for clicking the link. So for example, if you work for a shoe company your advert might read:

  • Cool Brown Shoes
  • Feel Comfortable And Stylish All Day Long
  • 75 % Off Every Wednesdays!


So the title ‘Cool Brown Shoes’ must be short (you have a very limited number of characters) and must include the keyphrase you have chosen, which when a searcher inputs it into their search field, will bring up you advert at the side of their results. (Choosing you keyphrases is a whole other story.) So in this example the keyphrase will have been ‘brown shoes’, ‘shoes’ or ‘cool brown shoes’. You have room to mess around with the title but not much but you can start a different advert for a different keyphrase if you wish.

First Line – Benefits

The first line ‘Feel Comfortable And Stylish All Day Long’ clearly highlights the benefits of owning this item will bestow upon the customer. It may feel more natural to write something explaining what you get, the ‘features’, but this is what that would sound like ‘two brown shoes with laces, left and right!’ You see, not as interesting. It works for any product or service. Highlighting the benefits of a product is the crucial element in advert writing, and particularly in PPC adverts.

Last Line – Incentive

The last line needs to give the reader some inspiration to choose your offer over another. Your advert will no doubt appear alongside a bunch of others offering brown shoes too, ones which will also highlight some great benefits. What this last line does is provide you with an opportunity to show why your offer is better than the others. ‘75% Off on Wednesdays’ is a great offer and will inspire lots of people to opt for this company’s shoes.

If you have a website and a product, why not sign up for AdWords and have a go at writing one? Keep in mind that all the advertising in the world will not help a site with poor web design. Successful ecommerce stores are strong in all areas.

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