35 characters for the Display URL.
I’m talking of course about those little ads you see whenever you do a search on Google.
Some businesses are able to phenomenally successful AdWords ads while others have failed miserably.
Ultimately, success with AdWords comes down to your landing page/website. But the first step on that road to winning at AdWords is to get the clicks.
What does it take to write an AdWords ad that gets the clicks?
I’ll give you a list of common traits seen in successful ads at the end of this post. But before we get to that let’s put some top performing ads, in some highly competitive markets, under the microscope to see what we can learn.
(Note: To figure out which are the top performing ads, I used a “spy” tool that shows me data such as: how long the ads have been running, what their average ranking is, and the advertiser’s Impression Share (a measure of how often their ads appear in the rankings). Ideally we’d have access to the actual performance data from these advertisers but that’s clearly not going to happen. So, short of that, it’s a good bet that the ads which have been running for a long time, have high rankings, and a high impression share in highly competitive markets are performing very well.)
With that said, let’s take a look at these winning AdWords ads and see why they work…