Advertising is selling in print. That means the words you should use in your Google ads are the same words you use when you're on the phone or sitting across the table from a prospect, convincing him to buy something.

Before you try to write advertising copy, you should try to explain what you're selling to someone who might buy. And then, when they raise their eyebrows and lean forward, pay attention to what you just said.

Those tiny Google ads will succeed for exactly the same reasons. The only challenge is your limited space. Remember, the headline is 25 characters or less, and each line of the body is 35 characters. The web site URL displayed in the ad can also be up to 35 characters long.

You see your limits here. That is alright though. You don't have a complicated goal: clarity, simplicity, relevance.

Those advertisers with academic accolades may find they are at a disadvantage when creating their ads. This is one instance where and education can be a handicap.

You don't need to be a literary genius. Google Ads are the language of the street, not the ivory tower. Speak to your customer in the language she responds to in everyday conversation, and she'll click.

As in printed ad and on web-page, the headline is the greatest asset in garnering responses. In that minute moment of time it takes to read the headline copy your customer first begins to decide whether you are truly relevant.

To begin with he finds the keyword he typed in is there in your headline. This is his first sign from you that you are actually relevant. What this indicates to you is that you need to make sufficient ad groups so that each one of your major keywords has it own unique ad.

Let's say that you sell customized power supplies. There's certainly more than one way a potential customer of yours might come looking for what you sell. She might search for "adaptors." She might search for "power supplies." She might search for "transformers."

The thing to do is click on over to your favorite keyword tool, like Wordtracker, or maybe you have some keyword generating software. When you are there you will find all the major variations and related keyword terms for your niche market. Your next step will be to divide them up into sub sets for grouping to match specific ads. Such as:

Custom Power Adaptors

Record-Speed Custom Production Time

Get a Full Quote in 1 Business Day

XYZAdaptors.com

adaptor

adaptors

ac adaptor

power adaptor

custom adaptors

Custom Transformers, Fast

Inventory Cost, Lead Time Advantage

Get a Quote in One Day or Less

transformer

transformers power

transformers

electrical transformers

voltage transformers

Power Supplies to Order

Inventory Cost, Lead Time Advantage

Get a Quote in One Day or Less

XYZAdaptors.com

power supply

power supplies

switching power supply

dc power supplies

ac power supply

These ads aren't very flashy, are they? They're not loaded with over-the-top language; in fact, to folks like you and me they're, frankly, boring. But that's okay. They aren't meant for the average guy on the street.

These ads are aimed at engineers. They use language and terminology that is understood and appreciated by engineers. This is a perfect ad for the audience it is aimed at. The most telling fact is, they have a good click through rate.

The formula for success is this: use your major keyword in the headline, and create as many unique ad groups as necessary to keep them all relevant.