In this article, I show you my top twelve tips for writing effective Google ads.

I’ve been testing the Google pay-per-click advertising system for a while, with much success. These tips will help you create ads that generate higher click-through rates, and lower cost per click.

Writing Effective Google Ads.

Below you would find quick links to help you navigate the article easily as it is a long read.

1. Target The Right Audience

Target the right audience by selecting the language and countries that you want to target. For example, I exclude all countries where English is not understood by a large percentage of the population.

2. Refine Your Keywords

Use square brackets “[…]” around your keyword/s.

For example:


[google adwords]

Your ad will only show when the search is for the exact keyword phrase you have included within the brackets.

The ad will not show for searches that include other keywords. In our example, this would be for searches such as “google search,” or “google news.”

3. Test Multiple Ads Simultaneously

When writing effective Google ads, always test 2 (or more) ads simultaneously. This is what is known in the print industry as an A/B split test. Find out which one produces the higher click-through ratio. Then replace the weaker performing ad with a new one. Continue this process in your never-ending quest to get the highest click-through ratio possible.

4. Track The Return-On-Investment Of Each Ad

Google tracks the click-through ratio of each ad. But it doesn’t track the conversion ratio. Use a special tracking link in each ad to track its conversion ratio. For example, you could attach each ad with an affiliate tracking system link. Make sure each ad produces a return-on-investment (ROI).

5. Include Targeted Keywords In Your Ad

Include the targeted keywords in the headline and the description of the ad. Google will highlight searched keywords in bold in the ad. When people scan search results, they look for the keywords they have entered. Searched keywords highlighted in bold certainly help to catch the user’s attention. For this reason, ads with searched keywords usually perform better than ones without.

6. Sell The Benefits

Spell out one or more major benefits in your ad. For example, make more money, stay younger looking, lose weight, get healthier, live happier, etc.

7. Include Attention Grabbing Words In Your Ad

Start your headline with an attention-grabbing word. For example,




Make sure you stay within Google’s editorial guidelines.

8. Use Words That Provoke Emotion & Enthusiasm

Use power words or call-to-action phrases that provoke emotion, enthusiasm, and a response.

Here are some examples of power words:

free, cheap, sale, special offer, time-limited offer, tricks, you, tips,

enhance, discover, fact, learn, at last, free shipping, etc.

Here are some examples of call-to-action phrases:

* Buy Today – Save 50%

* Download Free Trial Now

* Sale Ends Tomorrow

Make sure the phrase is specific to your business, otherwise, Google may reject the phrase.

9. Sell Your USP (Unique Selling Proposition)

What makes your product or service better, or different, from the competition? Spell them out in your ad.

For example, one of’s first taglines was “Earth’s Biggest Bookstore.” That’s a powerful USP!

10. Link To Relevant Landing Pages

If an ad is for a specific product or service, create a landing page for the ad. Include relevant and useful information to convert the customer. Generally, a well-designed landing page will almost always convert more visitors than if you simply sent the visitor to the home page.

11. Remove Common Words

Remove common words, such as “a, an, in, on, it, of, etc.” Remove every word that does not need to be in the ad. Make every word count.

Add Your Heading Text Here

Deter freebie hunters by including the price of the product or service at the end of the ad. This will improve your overall conversion ratio and lower your average customer acquisition cost. This may reduce your click-through ratio, but that’s OK. After all, you’re not trying to target everybody, only potential customers. In most cases, freebie hunters will never become paying customers.


There’s sometimes a lot of hype surrounding how you can get Google AdWords traffic more cheaply. And I know people who have spent a lot of money on a guide from a so-called marketing guru only to discover that the amazing traffic techniques were not so incredible at all.

Leaving the hype aside, here are four MORE ‘down-to-earth’ techniques that will enable you to obtain cheaper traffic from almost any of your Google AdWords campaigns.

  1. Combine an Increase in Keywords with a Lower Bid

One of the best ways to get more traffic from your Google AdWords campaigns is to add more keyword phrases in conjunction with lowering your pay-per-click bids. By doing this you can end up driving much more traffic through your campaign at a lower price per visitor.

Make sure that the new keyword phrases you add are still very relevant. I bet you can still find plenty more relevant keywords if you think carefully. Many advertisers initially set up a new campaign with a bunch of keywords to test it out, and then they forget to come back later and add more relevant keyword phrases. You can find many more relevant keywords using the free software, Good Keywords, or even Google’s own Keyword Tool. I like Good Keywords’ Phrase Builder as it enables you to build lists of hundreds of keyword phrases in seconds.

  1. Use Phrase or Narrow Match

Try using phrase match or narrow match for your keyword phrases. The reason you should try this is that narrower keyword phrases do not always trigger the same minimum bids at AdWords and therefore you can get traffic cheaper.

Often when I’ve been unwilling to pay the minimum bid on a broad match for a keyword phrase, I have been able to get it showing quickly by using a phrase or narrow match.

The best thing about this technique is that your traffic is will be even more targeted because of the matching so it will most likely convert better, and all the time it costs you less than the broad match would have

To add a keyword phrase with phrase matching put quotes around it like this:

“keyword phrase”

To add a keyword phrase with narrow matching put brackets around it like this:

[keyword phrase]

  1. Advertise in Other Countries

North America is an excellent geographical target area for many campaigns, but it is also very much more competitive to get traffic when compared to other regions. Try targeting a few other countries that may be interested in your product or service. I can think of one particular campaign where I simply cannot get North American traffic for under $0.05 per click, yet I still get loads of traffic from parts of Europe for $0.01 per click.

  1. Use a Keyword Research Tool

If you spend a considerable amount on pay-per-click advertising you should be using a professional keyword research tool. A good keyword tool like Keyword Elite will enable you to quickly research good keyword phrases that have less competition.

And less competition means you will pay less for your traffic if you bid on those keywords.

There you go. Four ways that you can get more traffic from Google AdWords at a lower cost per click. Try it and watch your advertising campaigns become more profitable.