Writing sales messages can be very hard but given the character limitations that AdWords offers means writing a good ad is a killer skill.

Different styles and messages work for different industries so it best to consistently change and monitor the ads and stick with your winning formula. The most popular experiment I have been advised is the ‘three mentions’ rule, which is whatever your core keyword is mention it three times in your ad. This can be in the header, text & display URL.

Using the display URL is a good tactic to get your sales message across. Include power words within the URL such as

www.martinsandhu.com/web-design

www.martinsandhu.com/seo

Also if you run out of characters you could always lose the www to display more.

Google has a bit of a funny turn in using capitals in the ad title and ad copy however this doesn’t extend to the display URL therefore you can use capitalization to grab the users attention more such as

www.martinsandhu.com/Web-Design

www.martinsandhu.com/SEO

Sometimes the hard sell might not be right for your industry therefore simplicity can also work.

Also remember to use a call to action within your ad and not just ‘Click Here’ as it’s an insult to the user. Some good calls to actions I use are:

1. Download Our Catalogue
2. Free Quote
3. Apply Now
4. Sign Up Now
5. Free Advice
6. Free Trial
7. Find Out More