by Mary Curtis

Created on: March 04, 2009   Last Updated: April 09, 2009

For the business owner, Google Adwords ads are a convenient and low-cost way to advertise online. More than just the three-line ads appearing on Google itself, these Adwords ads can be shown on targeted content websites, specific shopping pages, and a variety of other search engines and web services.

What Are Adwords Advantages?
Google ads have two advantages: specific audience targeting and cost control.

Through the use of keywords and content, an advertiser's ads target only those who are looking for that product or service. The advertiser can further specify age group, gender, and geographic area to more deeply define the ad's audience so that the ad is more likely to produce a quality lead.

The second big advantage is controlling cost. Bids are on a per-click basis, which is the classic method which most advertisers use, or on a cost-per-thousand basis. Also, a monthly budget can be set for the ad - say $30 a month or about $1 a day. Another option is to optimize the ad where Google will take the overall monthly budget and automatically show the ads where they will perform best at the lowest cost.

Contrary to a popular belief, an advertiser does not have to have a lot of money to successfully advertise on Google's online ads. While bid amount is a consideration, Adwords ads are also ranked by quality.

An ad with a a lower bid can actually rank higher because of its quality and therefore have a place higher on the page. Higher placement on the page increases an ad's chances that it will be seen by the right people.

How To Write A Quality Adwords Ad:
1. Call to Action: A quality ad on Google's online ads will have one line that will inspire the reader to take action. It should be a phrase which will motivate like "Buy Today While Supplies Last" or "Order Now At Discount Price." Be bold and creative with this statement. Generate the feeling that the customer should not wait but should click now for the best opportunity.

2. Be Honest In Ad's Wording: The ad should match the page which the reader will access when clicking on the link. Don't embellish to try attracting clicks. Instead, write an ad that honestly states the page's content. The customer should get exactly what is expected from the ad.

Being honest will do two positive things: (1.) the ad will not get as many clicks which will not convert; and, (2.) the quality rating with Google will improve resulting in lower cost per click and better page position.

3. Be Flexible: Once an ad is up and running, it's a good idea to monitor how it's doing by comparing its clicks to sales or other types of conversions. Change an ad's wording or delete those ads that aren't performing well. Best advice is to experiment a little to see what works.

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