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Writing ads for Google AdWords campaign is more like a science and not an art. Too many people devote far too much time and energy to crafting that “killer” ad than they should. However, these simple rules can help you create better ad and manage advertising campaign.

1) Never Fly Blind…
Developing profitable AdWords campaigns involves close tracking of your conversion rate. It’s so simple to install AdWords Conversion Tracking, the “must” for measuring your ad performance. Although Click-Through-Rate (CTR) of an ad tells you how often it was clicked, yet it tells you nothing about the ROI the ad is delivering. Many times ads with a lower CTR, have the higher conversion rate.

Even though Google Analytics apparently adds a more useful data, still it takes quite some time and training to master. Even so, there is one feature worth using immediately — the ability to tell you which ad position performs better and yields the best conversions.

Also, use AdWords Reports section to gather necessary information about your campaign. This section has improved significantly over the past year, and the Search Query Performance report is a real asset if you are looking for optimizing keywords and improve your ad copy.

2) Cut out the Middle Man…
In this case, the “middle man” is Google. When running and testing your Adwords campaigns, it’s important to have a full control on your advertising campaign. All these options can be set from the Campaign Management tab in your account. You just select a campaign and click the Edit Settings button.

• Delivery Method: Google by default delivers your ads evenly throughout the day.

That way it’s ensuring you don’t exhaust your daily budget on non targeted traffic. However, this can also lead to distorting the true demand for product or service you offer. It’s well known fact that ads are more profitable at certain times of the day and at certain days of the week. Therefore a limited budget has to be spent when you can expect for the best return on your investment.

Therefore, if you want to get the most of your limited budget, rub campaigns using Accelerated delivery and adjust your daily budget accordingly.

• Ad Serving: When you’re running multiple ads, Google will automatically start favoring the one with the higher CTR.

Since this feature isn’t helping you in achieving of the best performance of your ad, don’t use this default “Optimize option” and instead select “Rotate ad serving”.

Always maintain at least two ad variations per ad group. You can extract one ultimately proved superior ad that delivers an improved ROI.

Also, the Rotate option allows you more granularity when testing your ad variations. If you want to do a 1/3-2/3 split; you simply create two copies of ad “A” and one of ad “B”. Using the same principal allows you to create 60/40 and 70/30 splits, which are very useful in some circumstances.

• Network Options: Uncheck both their Partner and Content networks and Start your testing using only Google’s Search network.

Only when you have some solid data from mainstream search traffic, you can add them to your campaign. Keep in mind that Google’s partners are a pretty “mixed bag”. Many marketers exclude them altogether and you can consider this option also.

• Content network and Content Bids — finally enable them but pay attention to not run on the Content network with the same bid as Search.

This is just handing Google money. It recommended setting Content Bids at 1/10 of that on the Search network: so if your Search bid is $1.00, set your Content bid to $0.10 for openers.

When running on the “Content network,” pay close attention to if your product or service has “traction” on the network. This is true for nearly to 25% of cases and it may be worth running separate campaigns for Content searches.

3) A Stitch in Time…
To have profitable Adwords campaign it’s vital to optimize your ads useing a fixed schedule. Do the same separately for your keywords and bids. By default, you should perform a three-month cycle test in the following manner:

• Every three hours for the first day
• Every day for the first week
• Every week for the first month
• Every second week for the second month
• At the end of the third month

Since this is only a recommended pattern you can and even have to adapt this schedule to suit your click volume. However, make sure you have a schedule to stick to. This way you’ll learn more about your target audience, and employ your time more efficiently. Also, remember to take weekdays, weekends and seasonal trends into account.

4) Study your Competition First…
This is true for everything you are going to do at first time. Before starting your Adwords campaign and even before writing your first ad, take some time to study your competition. This is particularly important if you’re thinking of using Google’s Keyword Insertion feature for a selection of your core keywords and key phrases. Making your ad’s headline look identical to the competition has become increasingly popular and has been found as a counter-productive.

5) All for One and One for All…
To get the most of your Adwords campaigns you have to ensure the highest Quality Score for your campaign components. This means you have to treat your keywords, ads and landing page as one single unit. Make sure you put your most popular keywords into your ad’s headline and ad copy. The core keywords that you can’t accommodate in your ad, separate as additional ad group.

Make sure core keywords follow-through to your Meta data and the copy of your landing page. Ad copy that flows naturally is the best for qualifying visitors to your site. For example, a headline such as “Using Microsoft Outlook” can be the best if you sell software for Microsoft Outlook. This can filter Apple users, who could find your product of interest, but unlikely to become your customers.

6) Simplicity Sells Harder…
This also is an essential part in achieving the best performance of your ad – You have to Capitalize the first letter of the word in your ad copy only when you are looking for emphasis.

Reading ad while all words have a capitalized letter is more difficult when the words without Capital letters in them.

Be honest and don’t use words like “free” unless you’re really giving something away for free within 3 clicks of your landing page.

7) Understand what Matters…
Google in 2005 carried out the research and found that

• Headline of your ad represents 40% of its impact
• First line of copy accounts for 25%
• Second line 20%
• Display URL 15%

Google Adwords, an excellent strategy and tool in giving your site maximum exposure, is unleashing the full power when you intercept prospects at the moment they’re looking for what you sell or what you are offering.

Although the basic PPC ad format is simple, only headline, two lines and display URL, yet it has incredible power to deliver message with a strong call to action. Well written crystal sharp message not only help you find the all-important, highly targeted traffic you need, but when done the right way it will ensure the highly converting traffic, adding up into more sales, more money and more profits for the same amount of time and effort — Learn Writing Ads for Google AdWords.