Writing Your Ads Now you've chosen your AdWords keywords and who is going to see them, you next need to think about the text that you want to show. Just as when you were picking your keywords, you again need to think in terms of your goals, in terms of your demographic and in terms of susceptibility. Who are you reaching? When do you want to reach them? And why are they your ideal audience? Also important is to know the parameters that you have to work within. The below table is the most recent guide from Google, explaining the number of characters that you have to work with and where. Max Length (most languages) Headline: 25 characters Display URL 35 characters Description line 1: 35 characters Description line 2 35 characters
Max Length (double-width* languages) 12 characters 17 characters 17 characters 17 characters
So first you have your headline. Underneath that directly will be your URL and below that will be the descriptive text, which can be two lines long. What might this look like? Cheap Wedding Dresses Santa Monica www.buyweddingdressesca.com We sell beautiful, value dresses Top styles, great price & service! This doesn't give you a huge amount to work with but it does give you space to make some creative decisions that can help or hinder your sales. If your objective is to get clicks and to try and directly convert sales, then you should aim to do the following in your text: Attract attention 15
