Home > Business > Online Business > Website Marketing & SEO
Created on: February 14, 2009 Last Updated: May 07, 2009
The most familiar aspect of Google Ads is their appearance at the top and right sidebar of a search results pages. These are online ads paid for by an advertiser as part of a campaign to drive traffic to their website. These online ads, referred to as Adwords ads, contain four lines of information that are carefully crafted in order to persuade the page viewer to select and click on their ad before selecting any of the ten web page listings shown on the remainder of the page.
Traffic, Location and Pay-Per-Click
While Adwords ads are normally used only to attract clicks, thereby generating traffic and hopefully sales, they can also be used to generate sales leads as a direct or indirect result of the transaction. In this instance, the transaction refers to the act of clicking on the Adwords ad that provides the best match between the viewer's needs and expectations. It follows that the location of the online ad on the search result page is an important consideration. As it turns out, an Google ad's location depends upon the amount of money the advertiser is willing to spend for a particular keyword, or keywords, which is referred to as Pay-Per-Click.
Key Components of an Online Ad
An online ad campaign is centered on building an appealing Adwords ad. The most productive Adwords ads are crafted around five important factors, explained below.
Ad Headline
The first line of an Adwords ad is the headline, and should include the primary keyword or phrase associated with the product being searched for.
Product Benefit
This is the second line, made up of a few words that describe the benefit or opportunity offered the viewer by clicking and going to this particular website.
Product Features
This line briefly describes the distinguishing features that make the associated product more desirable to the viewer than any other.
URL Display
The fourth visible line displays the URL of the ads sponsor. A value judgment about the creditability of the ad's sponsor can be made by evaluating the URL.
Keywords and Keyword Phrases
While keywords and keyword phrases are not obvious in the Google ad, they will be present if the online ad is constructed properly. Each of the four elements mentioned above, the ad headline, the benefit line, and the product features line and the URL display line will contain at least one keyword or keyword phrase. The attention paid to blending keywords and keyword phrases into these elements pays off as web searchers are attracted to them and select the most effective Adwords ad.
Generating Leads
Leads are generated after searching for a particular product, information or service and selecting the most convincing Adwords ad and clicking on it. After being taken to the sponsor's website, information is gathered by enticing them to join or sign up for an e-mail or newsletter. They may also be offered the opportunity to join a discussion forum or some other form of social networking.
Learn more about this author, Francis Jock.
Click here to send this author comments or questions.
Below are the top articles rated and ranked by Helium members on:
How to use Google AdWords to generate leads
by Francis Jock
The most familiar aspect of Google Ads is their appearance at the top and right sidebar of a search results pages. These
by Kyle Getson
Google Adwords is a great place to generate leads. It allows an extremely large number of 'viewers' as compared to print,
With Google AdWords, unique keywords are used to determine ideal ad placement based on a specific interest implied by the
by Mary Curtis
For the business owner, Google Adwords ads are a convenient and low-cost way to advertise online. More than just the three-line
With online ads as old as the internet itself, why are so many new webmasters and CTOs alike lackadaisical about Google
View All Articles on: How to use Google AdWords to generate leads
Helium Debate
Cast your vote!
Do we need a law to protect consumers from having their browsing history used by Internet marketers?
Click for your side.
Featured Partner
American Dystonia Society (ADS) is dedicated to advancing Dystonia research, promoting patient advocacy and increasing public awareness of this debilitating disease. Our top priority is to maximize delivery of donations and grants to fun...more