In managing your AdWords, this may well be the most valuable part. This ingredient is the one marketing ingredient that tops all others. With it everything about marketing gets easier. Without this ingredient, we may wander in a fog endlessly.

What's this marvelous thing this Ingredient? Basically, it is having an exceptional answer to this question:

Why should I have business dealings with you and not with any other business out there or no one at all?

You can ask that same question this way:

What do you uniquely guarantee?

When you have a really powerful answer to these two questions, your ads practically write themselves. When you have a really powerful answer to these questions, people will line up to buy from you.

If your business's mission is pure and uncomplicated, it will be noticed in this time of obscure marketing messages and twisted business messages. Your solution to this situation is your unique selling proposition (USP), a declaration of worth that is so pointed and crisp that misunderstandings are not possible.

Embellishments are not necessary. When your USP is straight and clear that it is like you are spotlighted, corporations will take note, your business will be profitable, and even your ads will nearly be composed spontaneously.

USP, What Is It?

Your USP is that one thing special about you that your customer can't find anyplace else. It's your Unique Selling Proposition. It's what you bring to the table that no other business does, or even can.

Your USP is about the uniqueness of your product, and it's more than that. It's your whole argument for not just your product but also its accompanying services, why it's necessary in the first place, and the timing of getting the product and seeing your problem solved now, rather than later.

A lot of the difficulties people have with Google come not from doing Google AdWords wrong per se, but from a USP that isn't clear or maybe isn't even unique in the first place. If you have your USP right up front, everything from the keywords and ads to the price of your product, all that falls into place.