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Last Updated on September 23, 2021

Google gives us very little space …

Looking For A / C Repair?

Save 20% on Any A / C Repair Today

Get 24/7/365 Service from Just $ 69!

Display URL

Headline – 25 Characters

Description line 1 – 35 characters

Description line 2 – 35 characters

Display URL – 35 characters

That's it.

These are those little ads you see all over the Google search results pages.

Some businesses manage to write phenomenally successful AdWords ads while others fail miserably.

Ultimely, success with Google AdWords comes down to your landing page / website. But the very first step to winning at AdWords is getting the clicks.

This article will focus on how to write AdWords ads for a contracting business, specifically air conditioning and heating as that is the industry in which I learned these techniques.

The same fundamental techniques work regardless of your service or product.

Step 1 – Put Your Keyword in the Title:

Google automatically bolds keywords in your ads that match the keywords used in the search inquiry. If you wish to appeal to searchers who type in "AC repair", always put that exact keyword in the title of the ad. Some will tell you to use it again within the description text but this can be difficult with longer keywords and consumes valuable space you need for other elements of a compeling ad.

Step 2 – Always Adhere to the Google Editorial Standards:

Review the policy carefully before writing any ads. You will have ads reduced from time to time, just do not be a constant rule-breaker. You do not want to set off any Google alerts with constant violations that appear to be flagrant in nature.

Step 3 – Try Asking a Question in the Headline:

If your ad features the keyword "AC repair" add a question mark, or change the title to "Looking for AC Repair?" Questions force a subconscious response as you are asking them an obvious question based on their selected keyword. The subconscious answer is "yes, I am".

Step 4 – Use Numbers and Special Text (ASCII) Characters Wherever Possible:

Put in price points,% signs, + signs, asterisks *, $ signs, or anything else to draw attention to your ad. This breaks up the search results page monotony and makes your ad stand out to customers.

Keep it real and do not overuse these characters in a way that makes it appear that attention-getting is your primary goal. Google will not allow gimmicks or hype. If an ad is disallowed, you'll be informed as to the reason. Then, simply re-write it.

The 18 special characters in the ad below make it stand out compared to an ad with letters only:

Looking For A / C Repair?

Save 20% on Any A / C Repair Today

Get 24/7/365 Service from Just $ 69!

Display URL

The ad below looks like all the others and will get lost in the shuffle:

Looking For AC Repair?

Get Reliable AC Repair Today

Call or Visit Us Online Right Now

Display URL

Step 5 – Address the Customers Need in the First Line of Your Ad:

Provide your most compelling offer on the first line.

Looking For A / C Repair?

* Free Diagnostic * with Any Repair

Description line 2

Display URL

Step 6 – Use the Second Line to Support the Offer in the First Line:

The second line is used to follow up on the compelling offer and provide support and build trust:

Looking For A / C Repair?

* Free Diagnostic * with Any Repair

A + BBB. Just $ 69 When You Call Now

Display URL

The second line is where you "seal the deal". Offer proof that you are trustworthy and include compelling price points. If you won an exclusive award, tell them. If you have a great BBB record, tell them. Always find a way to be different than everyone else on the Google results page. Think exactly like your customer is thinking.

With price-point ads, I like to put the price point in the first line as Google will sometimes fold the first line of your ad into the title, making one bolded headline. This happens when your ad appears in one of the first 3 positions on the search result page. Your bid amount for the keyword has a lot to do with your ad's position.

Step 7 – Capitalize the First Letter of Each Word Through the Ad:

Repeated tests have shown better AdWords click-through-rates (CTR) for ads with capitalization when compared to those that leave it out. Leave words like "the", "of", "and", lower case.

Step 8 – Always Include One Exclamation Point (!) In Every Ad:

These have proven to increase the click through rates of ads that customers are already interested in. But use just one as Google will disapprove ads that contain 2 or more. Google will not allow exclusion points in the title.

Step 9 – Use a Call-To-Action Wherever Possible:

The last words of the second line are where you tell the customer what action you want them to take. I will sometimes leave this out if my ad is so strong that I can not possibly include a call to action. When you have room include CTA's.

Step 10 – Make Sure the Ad Clicks to a Web-Page That Clearly Supports the Offer:

This is one of the costliest mistakes you can make. You write a great ad that gets clicks only to have the customer crash and burn when they arrive at your site. I like to match the visible, main web page headline to the offer in the ad. I always bold this title and make it stand out to reinforce that the visitor has come to the right place. They're looking for more details on the compelling offer that generated their interest. Give it to them.

The landing page MUST clearly outline the offer in full detail to get them to take the final step and either call or email. Otherwise, you just paid for a click that got you absolutely nothing but a lost opportunity!

Step 11 – Avoid Commodity-Speak at All Costs:

These include statements like this:

We're Number One

Quality is Our Specialty

Honest and Reliable

Customers place no value whatsover in these general and vague statements. We respond to compelling offers, risk-free guarantees, and clear calls to action. These statements also implore that you have nothing real to offer.

Google AdWords – 11 Steps on How to Write Sensational Ads That Will Crush Your Competition!