I have written a great deal elsewhere about the research needed to compile a list of relevant keywords to enable you to create adwords ads. This article is about the second stage of getting your pay per click campaign underway, creating the ads themselves.

Any Google search will result in the natural or ‘organic’ results showing up to the left of the page whilst to the right are the four line adwords ads. They are made up of a headline, two lines for you to sell your product and the last line is the address of your site.

Line 1 is the easiest for me to comment on, it’s your keyword. Please note I am talking in the singular because each ad group should have only one keyword.

You should capitalise every word of your headline. Remember it can only be twenty five characters long and spaces count as characters.

If your headline could be a question, I have found that adding a question mark can help in making your ad more visible. For example Backache Problems ? Don’t worry too much about what Google does and does not allow, they will let you know when you submit your ad.

One of the reasons for having the keyword as the headline is that Google will show it in bold form.

You may wondering what happens when the keyword phrase is longer than 25 characters.

There are a couple of ways around this. By eliminating the spaces it could be that your phrase will fit, for example GuaranteedCureForSoreFeet. Does not look pretty but may do the job. It is more usual to have a pre written headline for just this sort of situation; Guaranteed Sore Feet Cure.

Lines two and three are where you extol the benefits of your product or service. Please note I said benefits not features. The prospective buyer wants to know what’s in it for them. Not: Finest Fishing Rod Available but: Catch Fish 10% Heavier Guaranteed ! Not: Best Weight Loss Program Around but: Loose 15lb In A Week Guaranteed !

Your customers have a ‘what’s in it for me ?’ attitude, they do not care about you, your company or how wonderful you think your product is. They want their problem fixed, so when they click through to your site and do not find the solution detailed in your ad they will click away and you will have wasted your money paying for their visit. You can list your products features but only after you have made sure that your customer has no doubts as to what the benefits are.

Finally we reach line four, is there anything to say ? After all what we have here is the name of your site and nothing else. This is not quite the case, there is a trick that very few use. Did you know that you can put your keyword before the address ? For example, WeightLosswww.YourSiteName.org

You want your successful keyword everywhere. In addition to what I have detailed above it should feature on your landing page and indeed be the landing page name itself as this, www.YourSiteName.org/weightloss.html

To create adwords ads campaigns, at the lowest possible cost, you have only one stage left and that involves the use of adwords software, but more of that later.