AdWords: How to Influence with 95 Characters or Less

Newbie Authors Guide would like to welcome JP Thompson back. He’s back by popular demand. Again sit back and enjoy another informative post about Google Adwords!!

So, you’re back for more.

A neutron walks into a bar and asks how much for a drink. The bartender replies “for you, no charge” ~ Sheldon from the Big Bang Theory.

In last week’s post, The Secret of Selecting Keywords for AdWords, you learned a few techniques for selecting your keyword phrases for your AdWords campaign. As a recap:

  • Select “phrases” rather than a single key word.
  • Select 5-10 Keyword Phrases (20 maximum).
  • Select Keyword Phrases that have 10K – 100k searches per month.
  • Use Amazon’s search bar and Google’s Keyword Tool to help you select your keyword phrases.

Now that you have your keyword phrases, let’s turn our attention to the ad itself. Again, before you go running off to set up an AdWords account, there are a few questions you should think about beforehand. This is so when it is time to set up your AdWords account and campaign you are prepared.

The next question is: what will your ad say?

  1. Headline: This is the attention grabber.
    • You have 25 characters for your headline (including spaces).
    • Make it interesting and enticing.
    • It is a good idea to put a key search term in your heading. What your prospective buyer of your book is searching on.
    • Example: Let’s say one of your keyword phrases is “teen books.” Your headline might read: “Powerful Teen Book”
  1. Text Lines: This is your description.
    • You only have two lines for your text to inform and sell.
    • You have 35 characters for each line of text (including spaces).
    • Again, include a key search term in the text.
    • Make the text enticing (a teaser).
      • Why should I want to read your book?
      • Write one sentence about what makes your book so interesting or important to the buyer.
    • Example: Let’s say another one of your keyword phrases is “award winning books.” Your text might read:
      • Line 1: Award Winner. What happens when
      • Line 2: family love just isn’t enough? Look
    • Also, include a call to action. E.g., buy, look, read, view, and etc.

*Note: You should also let the prospective buyer know this is an ad for a book or eBook. Otherwise you might get unnecessary clicks.

  1. URLs:
    1. You are going to enter two URLs. URLs are webpage addresses you enter in the address bar in a web browser to take you to a certain website or web page.
    2. The two types of URLs you will enter are a Display URL and a Destination URL.
  1. Display URL:
    1. It is not necessarily a functioning URL. Meaning it is like a signpost that let’s the buyer know where they will go (website or web page) if they click on your ad.
    2. This address appears in your ad.
    3. You only have 35 characters for the display URL.
    4. It doesnot need to be the exact URL (web address) of the landing page. The exact URL of your landing page is the “Destination URL.”
  1. Destination URL:
    1. This is the actual functioning web page address. It takes the buyer to the landing page (web page) you want them to go to when they click on your ad.
    2. It does not appear in your ad.
    3. You can use the actual URL or a shortened link, like a link.
  1. URL examples:
    1. Display URL:>kindle>BookName

This URL uses what Google calls “bread crumbs” (>). It gives the buyer an idea of where they are going, a signpost. Whether an Amazon book page or your book’s website. This is not a functioning link (URL).

    1. Destination URL:

This is a functioning link (URL). It will take a buyer to an actual landing page.

Here is what your ad looks like:

Powerful Teen Book

Award Winner! What happens when

family love just isn’t enough? Look>kindle>BookName

*Note: Remember, ad relevance is very important. Be sure that your keywords > ad > landing page are all relevant to each other.

So, far I have been focusing on a search network campaign (most basic). I will discuss the display network ad campaign in a later post.

Until next week, take the time to write out three ads to begin your campaign. Once your campaign is running you will find that some ads get a better response than others.

J.P. Thompson

Also, visit my blog on selling at Salescafe.

AdWords, as simple as 1-2-3. Get your ad campaign going in minutes! J.P. the AdWords Guy can help you with a task that will seem like you are in a cognitive learning experiment. If you are looking to GET EXPOSED fast and drive traffic to your Amazon page or book web site, J.P. the AdWords Guy can help you. Call, NOW!


J.P. Can be reached by email at or


5 comments on “AdWords: How to Influence with 95 Characters or Less

  1. Hiya, I’m really glad I have found this information. Nowadays bloggers publish just about gossips and web and this is actually frustrating. A good website with interesting content, that is what I need. Thanks for keeping this web-site, I will be visiting it. Do you do newsletters? Can not find it.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s