Google Adwords continues to be one of the most effective PPC advertising models on the web, and businesses of all sizes can get started with Adwords within a few hours. Writing effective ad words ads is a critical element of the campaign; since you only have a 35 characters of text in each line to get the attention of your audience, the words you select and the statements you make must be very specific and structured in a way that generates clicks.

Expert adwords users follow a basic structure when composing their adwords ad. Read on if you are a new Google adwords user and use these guidelines in writing your first ad.

1. Include your keyword in the Title. People tend to click more on ads if the headline includes the keyword or keyphrase they typed in Google’s search box, according to Perry Marshall and Bryan Todd, authors of the book “The Ultimate Guide to Google AdWords“. Use this technique to grab the attention of your target audience instantly.

2. Describe your benefit in the second line. People are more likely to respond and click an ad if the ad clearly states a benefit near the title. Differentiate between benefits, offers and features to make this technique work. State what they will gain from you before giving out the details of your offer.

3. Feature and offer goes in the third line.  Your features and offers must support your benefit statement. The idea here is to state your feature or offer in such a way as to back your benefit claim. Keep it short and simple, and make sure this line does not overpower the second line.

4. Place your landing page URL in the last line. You can link your ads into any page or URL within your website. Do not link all your ads to your homepage. You can create a specific landing page for each ad to match the page’s content with that of your ad’s. This can also be used to obtain performance data on your ads, which you will need for optimizing your campaign later.

5. Run a similar ad to improve your campaign. If you want more clicks from each campaign, consider running two very similar ads with slightly different wording. You can still use the same keywords and keyphrases, but tweaking these slightly and measuring for performance can help you generate more clicks on each ad run.

All elements needed for success in Google Adwords can be mastered with practice. Use these tips and strategies to start running high-impact ads that drive traffic to your website, enhance your brand and help you generate the sales you want