About author: Shannon Cherry, APR, MA helps businesses, entrepreneurs and nonprofit organizations to be heard. She's a marketing communications and public relations expert with more than 15 years experience and owner of Cherry Communications. Subscribe today for Be Heard! our free biweekly ezine and get a free special report: "Get Set For Success: Creative, Low-Cost Marketing Tips to Help You be Heard." Go to www.cherrycommunications.com.

Now, go back and take out every word that does not absolutely need to be there. You probably came up with something like this:

Everything in one place! Hundreds of styles, hard-to-find sizes. Prices far below other stores. Shipping free. Women's shoes and sandals.

That’s a LOT smaller and still gets point across. However, it is still too long for AdWords. Your headline must be less than 25 characters (including spaces). Your copy can only be 35 characters per line. (You get two lines.) Now is time to begin rearranging words to create an ad that will match Google’s guidelines, include your keywords, and draw a crowd to your site.

Here are a couple I came up with:

100s of Styles-Low Prices Big savings on women's shoes. Plus free shipping! All sizes in stock.

Discount Women's Sandals Latest styles at deep discounts. All sizes in stock. Free Shipping!

Step Five – Test, test, test! Put them up and give them a go. See what happens. Believe me, Google will notify you quickly if your ads aren’t performing. Those that get lower than a .05% click through rate are immediately “disapproved.” You are notified that your ad has been pulled and that you need to make changes.

Use information in AdWords campaign section to track results. I’ve heard countless tales of those who have changed one little word and gone from a .07% CTR to a 5.0% CTR. If your ad is pulled, make simple changes to start with. Swapping out word “savings” for “discount” or “big” for “huge” can be all it takes to catapult you to top of list.

When you write extremely short copy, remember to stay focused. There is not enough room to sell customer within your copy, but there IS enough room to pique their interests. Use limited space you have to punch up biggest benefits or end results your customers are looking for and you’ll see bigger returns on your AdWords investment.