Everyone certainly has the capacity to write killer AdWord ads, but it’s not as simple as successful companies make it seem sometimes.

Pay per click advertising through platforms like Google AdWords can be quite lucrative – the problem is that success in PPC is all or nothing.

Either you become really successful at it, or you end up in one of the two non-successful cases: you break even and it’s not worth it in the long run, or you fail outright.

PPC can be generally encapsulated in a formula:killer ads + great landing pages = a successful campaign. Break down these factors furtherhowever, and many businesses get stuck.

Let’s look into the first factor: how to write killer ads for your AdWords campaign.

Experiment, Test, and Confirm

You have full control of what you can do with your ads. Pick some of the general best practices you want to embrace, implement them, and then see what you get. Then, take some time to test and experiment even on your best performing ads. Why? Let’s put it this way: if you use a specific call to action in your ads like a special discount, you’ll probably see good performance on the ad group with that CTA.

So you’ll leave that alone, right? No.

A/B test to maximize what you get. Try a different CTA like free shipping and compare your A and B sets. Did the new CTA resonate better with your target audiences? Learn more about CTA's and how to use them to increase conversions on your website here.

Experimentation, testing, and double checking make up the key trifecta in PPC – you can easily break down a PPC ad’s elements and test each of them in turn, maximizing the ad’s quality and your return on investment.

Remember the Fundamentals…

Everything you do in marketing and advertising can be broken down into strategic communication and then the dichotomy of reach and frequency. Reach and frequency in PPC ads are dictated by your bidding, your ad groups, your keyword research, and the rest of the background details that support your ad.

So you’re left with strategic communication. And when you only have 130 characters throughout a single ad, you really want to approach it strategically.

To successfully deliver the message you want to send (in this case, your sales pitch), you need to consider your target audience’s behavior, motivations, and aptitude.

In the case of AdWords ads, motivation and behavior are more significant. After all, they’re consumers: their motivation is clear and their behavior can be deduced from the keywords they use to search – they can be in the navigational, informational, or transactionalstage of their search. This part relies heavily on great keyword research, but the way you craft your killer ad to appeal to your target audience’s motivations and behaviors can also be powerful.  For example: what ad extensions should you place in which ad group?

Ad extensions that have strong implied or stated CTAs are best reserved for keyword matches that indicate behavior leaning towards transactional search. The more general ones can be used for informational or navigational search keywords.

...But Don't Discount the Modern Tips and Tricks Too

Finally, some awesome tips and tricks on what you write in your ads work wonders once you properly apply strategic communication and A/B testing. Some of these include:

• Using specific price points for full transparency
• Indicating phone numbers as implied and differentiated CTAs
• Using ASCII text like *, TM, and R
• Using keyword matches at least once in the ad
• CTAs with clear benefits
• Tactical use of ad and review extensions

Now you have all the info needed to create killer Adwords ads, you will need to make sure your content is equally deadly! Discover how you can make complelling content that your audience will love, by downloading our eBook, Creating Killer Content, here!