Start with your landing page
All ads lead to a landing page, so a good place to start when writing ads is with the landing page. Think about where in the buying cycle you want to reach potential customers and what sort of information they are looking for. If you want to reach customer ready to make a purchase, you should use a product description page as a landing page. This is often called "deep-linking" as it takes customers deep into your site to the product they want to buy.
AdWords holy trinity
Landing page - pick the right landing page
Keyword - use keywords relevant to this page
Advert - use the keywords as part of an ad for the page
Using this landing page as a guide you should write ads for each of the features your customers may find interesting. You can try ads including the price, the delivery, the colour, the size, the discount, the availability - anything that might persuade a customer they should be this product from you. There are often tens of relevant ads that can be written for each landing page. To get the best results, take your time and write out each possible advert. Only when you run these adverts and see which gets the best results from your customers will you learn how to write better ads.
Following this simple ad writing approach for each and every product you want to sell will give you great results. This is not some inside secret knowledge, indeed Google really want you to follow this advice as they know you will get better results if you do (and so spend more money with them).
Click here for Google AdWords text ad guidelines and best practices.
Never forget about Quality Score
The landing page, keyword and advert plus clickthrough rate are what determine quality score. When writing ads you should beware that Google does not like misleading ads, so if you are claiming something in an ad, that a customer (and Google) cannot tell from the landing page then you run the risk of falling foul. If you want to say "20% off" in an advert, make sure the landing page backs-up this claim.
Always be testing
Unfortunately there is no such thing as the perfect Google ad. Different customers will react to different ads, the competitive landscape changes, and ads can get stale. It is only in the pursuit of the perfect ad that you will achieve the best results. You should always aim to Adverti.se with the best possible plethora of ads for every product. You may find this hard when you have to write the ads yourself, but with Adverti.se it is easy as we write your ads.
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