Google Adwords continues to be one of the most effective PPC advertising models on the web, and businesses of all sizes can get started with Adwords within a few hours. Writing effective ads is a critical element of the campaign; since you only have a 35 characters of text in each line to get the attention of your audience, the words you select and the statements you make must be very specific and structured in a way that generates clicks.

Expert adwords users follow a basic structure when composing their adwords ad. Read on if you are a new Google adwords user and use these guidelines in writing your first ad.

1. Headlines must contain your keyword. People tend to click more on ads if the headline includes the keyword or keyphrase they typed in Google’s search box, according to Perry Marshall and Bryan Todd, authors of the book “The Ultimate Guide to Google AdWords”. Use this technique to grab the attention of your target audience instantly.

2. Describe your benefit in the second line. Most readers will respond to an ad that clearly lists a key benefit near the beginning. Make sure you are listing your benefit on the second line, not your offer or a feature. Think about giving them what they want’ before highlighting a feature or a special offer.

3. Use the third line for your feature or offer. When you’ve clearly stated the benefit, then it’s time to introduce your special offer or a feature that supports the benefit. Keep it short and simple, and make sure this line does not overpower the second line.

4. Place your landing page URL in the last line. You can enter any URL you want on the last line and lead surfers to any page on the web. Many Adwords users make the mistake of assuming that they have to enter their website’s homepage URL. You can setup a different landing page for each ad you run to encourage more clicks and even track your performance.

5. Split-test your Ads. Split-testing means running two similar ads at the same time to see which one will gather more clicks. Make small changes in your ads and see which version will perform better.

Don’t be afraid to start your very first Google Adwords campaign. You’ll soon be able to grasp the dynamics of a successful Adwords campaign with practice. Follow these guidelines and start running ads now.