Every time I setup a new group of Ads in one of my Google AdWords campaigns I seem to stick to the basic formula I have always followed. This formula is basically a rule for each line of the Ad.

In the headline I try to include the searched for keyword, in context if possible. Description line 1 contains a benefit about my product. Description line 2 contains a feature about my company and finally I try and include the keyword in my URL.

I have been using formula for many years and had good success, sometimes switching the benefit and feature around can make a small difference but it depends on the Ad and the product in question. I have however been experimenting with two alternative methods that break these rules.

Focus On The Pain, Not Just The Keyword

The first tactic is to do with the keyword itself, think about this simple scenario. If Mr Smith needs to make a hole in his wall he knows that he will need a power drill, so Mr Smith searches “power drill” into Google and will no doubt have every DIY company appearing in the sponsored results offering latest models at reduced prices.

We need to understand Mr Smith’s motivation, most purchases are made due to pain. Mr Smith’s pain isn’t “I want to purchase a drill”, his pain is “I need to make a hole”, the power drill is the fix for that pain. So from this you could create a Google AdWords Ad that said “Holes Made Perfectly Every Time…”.

Rather than give just giving the visitor or Mr Smith the solution, you are telling them the problem and showing you can fix it for them. You are proving that you understand the pain and know what needs to be done to fix it. The power drill scenario is a little bit simple for this example but think about how you might be able to do this, what is the customers pain? Include this is your headline and explain how you can help.

Just Because You Have 95 Characters To Use

The second tactic is regarding the length of your Ad. Your headline is limited to 25 characters and the descriptions lines each contain 35 characters. Search in Google and look at the Google AdWords result, what do you notice? All the Ads are using up every single character to get their message across. I do it myself, when designing my Ads I will chop and change words to make them fit and maximize the available space.

As human beings we notice things that break the mould, it is these things that attract our attention. Think of when you visit a website and your see a moving or rotating banner, your eyes are drawn to it. If everything else on the page is static, the banner stands out as it breaks the mould.

We can use this technique to draw more attention to your Google AdWords Ads. Consider what would happen if you left description line 2 blank with just a full stop or even a single word. Your Ad would look different to all the others, by leaving white space in your Ad you will draw attention because your Ad breaks the mould.

As again with the first tactic this will not work in all cases, but if you have an Ad where you are struggling to fill your Ad with text, try this out, split test it against your current Ads and see what happens.