It all starts with filling out a few simple boxes:

- Headline
- Description Line 1
- Description Line 2
- Display URL
- Destination URL
Let’s start off with the Ad Headline. This will be what your user sees first, and what has to grab their attention immediately. On my bag of Green Tea I was drinking earlier, I noticed the following quote: Advertising may be described as the science of arresting the human intelligence long enough to get money from it.

Now, that is a rather bleak way to describe advertising, but there is a bit of truth hiding within. One must be able to shock, awe, or interest in the first portion seen in an ad so as to set the stage for the next part. In a Google ad, we have no control over how the actual text looks to our user, so what we say better be darn good.

Knowing which term your user will use to find you will empower you to have some words in your ad bolded. This adds a bit of visual interest to your message, and can be a slight leg up on the other ads that do not have any bolded text. How this is accomplished is by including the user’s search term in the body of your ad.

Your landing page is of huge importance as well. It is said that when the user’s original search term appears on your landing page, they are more likely to purchase your goods or services. This is easy to do and cannot be stressed enough.

Categorized in General, Pay Per Click Advertising