We earlier learned that advertising with Google AdWords is all about keywords. That’s definitely one consideration, since your ad will appear on Google searches for the keywords that you choose, or on websites that contain those keywords or phrases. However, that’s just like the proverbial salesman getting his foot into the homemaker’s door. What we will discuss today is how that salesman will get his prospect interested in what he has to offer.

Ladies and gents, welcome to AdWords headline and ad copy writing. Your AdWords ads appearing on the intended person’s browser is the first–and undoubtedly an important–step. Now it’s time to attract his or her interest with headlines and ad copy.

The Headline

The headline is the first thing a user will see when an ad appears on his screen. Make it as interesting and eye-catching as possible. Users are more likely to click on your ad if your headline is related to his search. Even better, you can display a user’s search query as your headline, using the dynamic headline function of AdWords. Simply key in the following under the “headline” field when creating your ad.

{KeyWord:default headline}

The resulting headline would be the key word or set of keywords from the actual query that the user uses on the search. If the text is longer than 25 characters, or if the user types in misspelled words, then the alternative or default that you entered will be used. Note that this is limited to 15 characters only, including spaces.

Remember, using dynamic headlines is good because users will have a higher likelihood of clicking the advertisement because the keywords that he entered himself will appear as the headline.

The ad body and URLs

Writing the ad copy itself is important, but not as essential as having a good headline. It is good to support the catchy nature of your headline by using interesting ad copy, which is required anyway. Here’s a tip on writing interesting ad copy for the body. Write something that your poduct claims to do, like “Learn how to earn from the Internet in five simple steps.”

As for the URL, we suggest that you keep the ad’s target URL different from the display URL. Make the display URL as short as possible (directing to your main website, for instance), while the actual target URL should direct to the landing page for your product or service (more on this later).

Next: Keyword tools for Google AdWords.