Top 12 Tips To Writing Effective Google AdWords Select Ads
by Michael Wong

In this article I show you my top twelve tips for creating
effective Google AdWords Select ads 

I've been testing the Google pay per click advertising system for
a while, with much success. These tips will help you create ads
that generate higher click through rates, and lower cost per

1. Target The Right Audience

Target the right audience by selecting the language and countries
that you want to target. For example, I exclude all countries
where English is not understood by a large percentage of the

2. Refine Your Keywords

Use square brackets "[...]" around your keyword/s.

For example:

[google adwords]

Your ad will only show when the search is for the exact keyword
phrase you have included within the brackets.

The ad will not show for searches that include other keywords. In
our example, this would be for searches such as "google search,"
or "google news."

3. Test Multiple Ads Simultaneously

Always test 2 (or more) ads simultaneously. This is what is known
in the print industry as an A/B split test.

Find out which one produces the higher click through ratio. Then
replace the weaker performing ad with a new one.

Continue this process in your never-ending quest to get the
highest click through ratio possible.

4. Track The Return-On-Investment Of Each Ad

Google tracks the click through ratio of each ad. But it doesn't
track the conversion ratio.

Use a special tracking link in each ad to track its conversion
ratio. For example, you could attach each ad with an affiliate
tracking system link. Make sure each ad produces a

5. Include Targeted Keywords In Your Ad

Include the targeted keywords in the headline and the description
of the ad. Google will highlight searched keywords in bold in the

When people scan search results, they look for the keywords they
have entered. Searched keywords highlighted in bold certainly
help to catch the user's attention. For this reason, ads with
searched keywords usually perform better than ones without.

6. Sell The Benefits

Spell out one or more major benefits in your ad. For example, 
make more money, stay younger looking, lose weight, get 
healthier, live happier, etc.

7. Include Attention Grabbing Words In Your Ad

Start your headline with an attention grabbing word. For example,
"Free:, New:, Sale:, etc." Make sure you stay within Google's
editorial guidelines

8. Use Words That Provoke Emotion & Enthusiasm

Use power words or call-to-action phrases that provoke emotion,
enthusiasm and a response.

Here are some examples of power words:

free, cheap, sale, special offer, time limited offer, tricks,
you, tips, enhance, discover, fact, learn, at last, free
shipping, etc.

Here are some examples of call-to-action phrases:

* Buy Today - Save 50%
* Download Free Trial Now
* Sale Ends Tomorrow

Make sure the phrase is specific to your business, otherwise 
Google may reject the phrase.

9. Sell Your USP (Unique Selling Proposition)

What makes your product or service better, or different, from 
the competition? Spell them out in your ad.

For example, one of's first taglines was "Earth's
Biggest Bookstore." That's a powerful USP!

10. Link To Relevant Landing Pages

If an ad is for a specific product or service, create a landing
page for the ad. Include relevant and useful information to
convert the customer. Generally, a well designed landing page
will almost always convert more visitors than if you simply sent
the visitor to the home page.

11. Remove Common Words

Remove common words, such as "a, an, in, on, it, of, etc." 
Remove every word that does not absolutely need to be in the 
ad. Make every word count.

12. Deter Freebie Hunters

Deter freebie hunters by including the price of the product or
service at the end of the ad. This will improve your overall
conversion ratio and lower your average customer acquisition

This may reduce your click through ratio, but that's OK. After
all, you're not trying to target everybody, only potential
customers. In most cases, freebie hunters will never become
paying customers.


Remember that advertising is a never-ending series of tests.
Always track your ads. Never stop testing different keywords and
ads to improve your conversion ratio and lower your customer
acquisition cost.

Advertising in Google's AdWords Select
[] advertising system works. It
may not necessarily produce as many visitors as Overture, but the
click through cost can be lower.

Master the art of advertising in Google, and you could outsmart
the competitor who's always outbidding you in Overture.

Michael Wong is a successful and respected search engine
optimization specialist, and author of several search engine
books. []
Mike is also the Editor of Mike's Marketing Tools, the leading
review site for the very best web marketing tools. Visit his web
site at: