In this article I show you my top twelve tips for creating effective Google AdWords Select ads.

I've been testing the Google pay per click advertising system for a while, with much success. These tips will help you create ads that generate higher click through rates, and lower cost per click.

1. Target The Right Audience
Target the right audience by selecting the language and countries that you want to target. For example, I exclude all countries where English is not understood by a large percentage of the population.

2. Refine Your Keywords
Use square brackets "[...]" around your keyword/s.

For example:

[google]
[google adwords]

Your ad will only show when the search is for the exact keyword phrase you have included within the brackets.

The ad will not show for searches that include other keywords. In our example, this would be for searches such as "google search," or "google news."

3. Test Multiple Ads Simultaneously
Always test 2 (or more) ads simultaneously. This is what is known in the print industry as an A/B split test.

Find out which one produces the higher click through ratio. Then replace the weaker performing ad with a new one.

Continue this process in your never-ending quest to get the highest click through ratio possible.

4. Track The Return-On-Investment Of Each Ad
Google tracks the click through ratio of each ad. But it doesn't track the conversion ratio.

Use a special tracking link in each ad to track its conversion ratio. For example, you could attach each ad with an affiliate tracking system link. Make sure each ad produces a return-on-investment.

5. Include Targeted Keywords In Your Ad
Include the targeted keywords in the headline and the description of the ad. Google will highlight searched keywords in bold in the ad.

When people scan search results, they look for the keywords they have entered. Searched keywords highlighted in bold certainly help to catch the user's attention. For this reason, ads with searched keywords usually perform better than ones without.

6. Sell The Benefits
Spell out one or more major benefit in your ad. For example, make more money, stay younger looking, lose weight, get healthier, live happier, etc.

7. Include Attention Grabbing Words In Your Ad
Start your headline with an attention grabbing word. For example, "Free:, New:, Sale:, etc." Make sure you stay within Google's editorial guidelines.

8. Use Words That Provoke Emotion & Enthusiasm
Use power words or call-to-action phrases that provoke emotion, enthusiasm and a response.

Here are some examples of power words:

free, cheap, sale, special offer, time limited offer, tricks, you, tips, enhance, discover, fact, learn, at last, free shipping, etc.

Here are some examples of call-to-action phrases:

Buy Today - Save 50%
Download Free Trial Now
Sale Ends Tomorrow
Make sure the phrase specific to your business, otherwise Google may reject the phrase.

9. Sell Your USP (Unique Selling Proposition)
What makes your product or service better, or different, from the competition? Spell them out in your ad.

For example, one of Amazon.com's first taglines was "Earth's Biggest Bookstore." That's a powerful USP!

10. Link To Relevant Landing Pages
If an ad is for a specific product or service, create a landing page for the ad. Include relevant and useful information to convert the customer. Generally, a well designed landing page will almost always convert more visitors than if you simply sent the visitor to the home page.

11. Remove Common Words
Remove common words, such as "a, an, in, on, it, of, etc." Remove every word that does not absolutely need to be in the ad. Make every word count.

12. Deter Freebie Hunters
Deter freebie hunters by including the price of the product or service at the end of the ad. This will improve your overall conversion ratio and lower your average customer acquisition cost.

This may reduce your click through ratio, but that's OK. After all, you're not trying to target everybody, only potential customers. In most cases, freebie hunters will never become paying customers.

Conclusion
Remember that advertising is a never-ending series of tests. Always track your ads. Never stop testing different keywords and ads to improve your conversion ratio and lower your customer acquisition cost.

Advertising in Google's AdWords Select advertising system works. It may not necessarily produce as many visitors as Overture, but the click through cost can be lower.

Master the art of advertising in Google, and you could outsmart the competitor who's always outbidding you.

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