Creating a good ad in AdWords

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What is Google AdWords?

Google AdWords is the platform announcements and main source of Google ‘s revenue. In AdWords advertiser itself develops your ads and determines where to display them, either on the Search Network, on various sites from the display network or even other products like YouTube and Gmail.

Understand a little more how the tool watching the video below:

Once you create an AdWords account and set up billing options (the tool accepts payments via credit card or ticket), you have the possibility to choose what type of campaign you want to develop:

  • Research Network
  • Display Network
  • Google Shopping
  • Video
  • universal campaign Apps

The Google Search Network is the kind of more competitive campaign, as it allows to display text ads directly on the research tool most used in the world for users looking for exactly what the company has to offer.

A good ad on the Search Network is able to attract more visitors and decrease the cost per click, which can be the difference between an economically viable business and other unviable. So I understand the importance of this step and do it with quality is fundamental in the results.

The structure of the ad in AdWords

The ad on Google AdWords is divided into four parts:

  • Final URL: this is the actual address where the user will be directed after clicking the link. This address does not appear in the ad;
  • Title: The first line of the ad, but your registration is done in two lines of 30 characters, which will be separated by a hyphen in the title;
  • Path: one “dummy” address, shorter, which appears in green. Automatically includes the site registered in the final URL and enables the inclusion of two subcategories, 15 characters each;
  • Description: lines of text below, with a maximum of 80 characters.

google adwords

In the following items we give tips on how to write each of these lines.

Tips for ad production

The best way to succeed with your ad is to say in any way to those who are searching the ad is “made for him.”

Put the title exactly the same keyword search, for example, usually yields great results, especially because the terms used by the user in the search, if present in the ad, are in bold and stand out.

Another option is to name a few qualifiers in the ad. Since the CPC so you pay Google only for the click, the qualifiers also serve to eliminate those clicks that your company is not interested.

For example, someone who is not a student will probably not on your ad if you make it clear: “only for students”.

Include prices and payment methods also act as a filter and positively influence the ad conversion rate.

When viewing an ad without pricing information, you must access the site and evaluate this information, generating a click and hence a charge.

Now if the price is already present in the ad, the price survey stage is already overcome in the search, making it possible visitor much more qualified and likely to convert.

Some studies also show that writing all the words with capital letters draws attention and attracts more clicks (including Google recommends it himself).

There are also some other specific tips for each part of the ad:


The title is the most striking part of the ad and should reflect what the user is searching. If you are unable to get good ideas for the title, try to take some of our suggestions:

Call to the public:

  • Management for freelancers
  • Software for accountants

Go to the wound:

  • Problems with Internet?
  • You need a doctor?

Be provocative:

  • You hate to wait?
  • Tired of your TV?

Arouse curiosity:

  • The secret sales
  • Are you a good boss?

Make a promise:

  • Sing better in 8 days
  • Finish with insomnia

Provide an information:

  • How to choose your cell
  • How to cook better


It is true that you will not be able to put all your company’s sales pitch in only 80 characters. Remember that the goal here is just to attract the click. Other necessary information will be on your site.

In the description lines, it is interesting to point out some arguments that might pique the interest (or curiosity) and attract click:

a) A description of the features and functionality:

  • Solid wood furniture
  • 2.0 engine, airbag and leather seats

b) a benefit (or solution) clear and concise:

  • Saves up to 15% energy
  • Upgrade your teaching

c) A proposition that shows something that you are different:

  • Installation in just one day
  • 10 years experience

d) A statement or status indicator:

  • Indicated in Veja Magazine
  • Winner of X

e) A call:

  • Buy today
  • Download

f) A phrase that is not afraid who the target audience:

  • Only RJ
  • for multinationals

g) A promotion:

  • Discounts of 40%
  • Free trial for 10 days

display URL

The different color and striking, this line is also very important. To choose the displayed URL, use self-control of the company and try to synthesize the offer you have for the user after the click.

For example, if we are offering one of our eBooks Digital results , a good address would be:

destination URL

Another item to be chosen is the page to which you will direct people who click on your ad.

The best option is to send the user to a page that has exactly what he is looking for and you have perfect relationship with the ad.

A good Landing Page , created exclusively for the announced offer, usually generates far more results than simply send to the main page (home) and let you find out for themselves where the information.

Ad extensions

In addition to the actual ad content, you can add ad extensions to include additional information to offer and that can also make a difference in the performance of your campaign.

Constantly Google updates the types of ad extensions, so it’s important to follow the official blog AdWords and also constantly review the options in the tool itself. Currently available extensions are:

  • Sitelink: links to other pages of the site;
  • Callout: short sentences, which you can highlight the differential product / service advertised;
  • Structured snippets: list of highlights offered, such as brands, services, templates and courses;
  • Call: inclusion of the phone in the ad – on mobile devices, you can start the call directly by the announcement;
  • Message: allows the user to send a text message via your mobile phone with a pre-determined by the advertiser content;
  • Location: allows you to include the company address using the account Google My Business and displays the distance to the user;
  • Local affiliate: currently only available to car dealers and retailers in the United States and the United Kingdom;
  • Price: list of products, services and even events where you can add the price and specific links;
  • Applications: especially the Android or iOS application in the ad;
  • Comments: customer reviews and influencers (you must have registered comment on any page of the site);
  • Automatic extensions: are automatically created by Google, where it provides that can improve performance.

google adwords

Extensions can be set at the ad group level (displayed only with ads from the selected group), campaign (displayed with all ads in a campaign) and account (displayed on all Search Network ads assets in the account).

It is recommended to set up ad groups to be more relevant extensions with the announcement of context.

Also, when setting up the extensions you can determine the period to be displayed (great to publicize promotions and events), and appear only on mobile devices (interesting to develop unique extensions, such as a callout touting “free shipping via mobile “, for example).

Some extensions allow the user clicks like sitelinks (that lead visitors to your site-specific pages), call and application. If the user clicks on an extension and not in the listing title, the value of cost per click paid by the advertiser will be the same.

It is important to emphasize that, even if all the extensions are configured properly, they will not always be displayed. Google will prioritize the most relevant extensions to the user and those that can generate more results.

dynamic ads

Dynamic Ads is an advanced feature of the tool to facilitate the process of creating ads and make your content more relevant. You can set up fully dynamic ads within AdWords or determine only some of its contents.

  • Dynamic ad: using dynamic ad , you only need to include a description and a standard display URL. The title and the final URL are included dynamically by Google, taking into account the user ‘s search and the relevance to the configured site;
  • Ad with dynamic attribute: setting made in a traditional text ad, where you can set up an automatic countdown from any date, automatically insert the keyword that triggered the ad or to the inclusion of an IF function, you can insert certain text when a condition is met (the device is mobile, for example). To add, just open a key “{” that the options will be visible to configure.

What not to do in your ad text: Google’s policy

Google has an editorial policy and does not accept that certain types of ads from appearing. For your company to be wary of falling into one of these errors, we reproduce here the main guidelines for texts in AdWords:


Must have appropriate spacing between words and after punctuation. For example, “cheap Clothes” would not be allowed; “Free Delivery. Buy it now “either.

Punctuation and symbols

Punctuation can not be used to attract the user’s attention. It should not be unnecessary or repeated two or more times in a row.

In addition, your ad title can not contain exclamation point, and an ad can contain only one exclamation point in total.

All symbols, numbers and letters must represent its true meaning – should not be used in place of words. For example, “We have a D + promotion for you!” Violating this policy because “D +” are replacing words.


Repetition should not be used in a gimmicky manner or for promotional purposes. Still, the same word can not be repeated three or more times in a row. For example, an ad with the title ‘Deals, Deals, Deals Here “would not be allowed.

To comply with the requirement of this policy, your ad title should be replaced with a phrase like “Amazing Deals Here”.

inappropriate language

The ads, including the display URL, can not contain language considered inappropriate or offensive to some users. This also applies to misspellings, self-censorship or other inappropriate language.

unacceptable phrases

Some CTAs may not appear in the ad text is not descriptive of the product, service or website. For example, a generic phrase like ‘click here’ would not be allowed. An example of a good call to action would be “Make you your order online” because represent the product and the site content.


Superlatives are words that emphasize superiority. So that users feel they are treated honestly and reliably, your ad text can not contain comparative or subjective phrases such as “Best” or “# 1” unless the product or service is evaluated by a third party.

This assessment should be clearly visible on your website. For example, if an ad claims that a website is the “Best of the Web,” the site must show verification of the claim by third parties.

A Forbes Magazine seal indicating that the site received the award for best web would be acceptable and the ad would comply with the policy.

How about start putting it into practice? Check out our “kit Generating Leads with Google AdWords “, which has a detailed guide and a complete sheet!

AdWords: Complete kit to generate Leads with Google

Click here to get the free stuff

Article originally published on August 7, 2012 and revised and updated on May 24, 2017.