How to Combine Your SEO with Pay-Per-Click Advertising Campaigns HTML version

3. Pay per Click Advertising Campaigns
1. How to Create the Ad and Description of Your Campaigns
Now it’s time to create your successful ad (for Google) or keywords description (for Yahoo!).
Their role is to generate more traffic on your web site; therefore they must attract people’s
attention. You have to push people to take an action by clicking on them. Consequently I would
advise you to emphasize the advantages of your product and its benefits for your customers.
You must be concise, accurate and clear for you have restricted space. Be careful, characters
include spaces as well.
Here is the structure of ads in Google Adwords:
Headline (max.25 characters)
Description line 1 (max. 35 characters)
Description line 2 (max. 35 characters)
Display URL (max. 35 characters)
Destination URL (max. 1024 characters)
Dublin City Apartments
Self-catering apartments in Dublin.
From Ù22 pps. Short and long stay.
Here is the structure of a description in Yahoo!:
Title (maximum 40 characters),
Description (maximum 190 characters)
Buying House in Ireland?
Save money and avoid exchange rate
risks with large currency...
Destination URL (maximum 1024 characters)
Before starting to write your ad and your description, just have a look on these useful tips:
Û Get inside the customer’s head. What are your customers looking for? What do they
expect? If you just wonder how to get inside the mind of your customers, help them fulfil
their needs and create successful commercial relationships, this series could be useful to
Û As you have limited text space, avoid terms like “a”, “the”, “of”, “at”…
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