It seems to be a phenomenon. You try Google AdWords Select, your ad gets “disapproved” by powers that be at Google, you count your losses and give up. It doesn’t have to be that way. There are two primary factors to succeeding at Google AdWords. The first is getting right keywords. The second is writing little tiny ads. Neither is all that easy, but they can both be done.

Mark Twain said it best. “If I would have had more time, I would have written you a shorter letter.” The point… it takes much more skill, and much more time to write short copy than long copy.

Let’s go through process together and I’ll show you a few tricks of trade that have brought me AdWords click through rates of 7.1%, 8.0%… even 25%.

Step One – You would be very wise to either use a benefit or an end result in your headline. In order to do this, you’ll have to be aware of difference between features and benefits. Start by making a list. I’ll use example of an online shoe store.

Here are a few features:

·huge inventory ·wide selection of sizes ·discounted prices ·free shipping

And here are benefits associated with those features:

·hundreds of styles to choose from ·hard-to-find sizes in stock ·save money ·free shipping (costs nothing extra)

Step Two – Know what your customers are looking for. YOU may feel that one benefit outweighs another. However, your customer might feel differently. Be sure you understand what is important to your customer before writing your headline and your ad. You have no room to waste so it is vital that you find a so-called nail and hit it right on head.

Step Three – Work in your keywords. There tends to be a greater click through rate on search results that use exact keyphrase surfer types in. The same holds true for Google’s AdWords program.

While following have by no means been researched, we’ll assume that some optimum keywords for our shoe store are: women's shoes and sandals. We’ll want to include these in our ads.

Step Four – Start big and narrow it down. Begin by writing a few sentences or a paragraph about what you’d like your customer to know. Perhaps:

Simply because your prospects are convinced that your product is best thing since slice bread, doesn't mean that they'll buy right away.

In fact, most people will want to think about it for a little while. There is that little voice in all of us that resists being sold. We think that if we caved in to that salesman then we aren't really strong. We feel almost like a sucker to fall for his pitch.

This adage is a meaningful one: 'People love to buy but hate to be sold'.

Even after we've bought that item that we must have, there is still some mental dissonance (referred to as 'buyers remorse') that torments us. This is one of major reasons for refund requests.

So you have to provide as much urgency and incentives as possible for your prospect to make that purchase right away. Here are seven of most effective strategies to push them over decisional edge.

1. Make a Limited Offer

This is probably one of more popular strategies to get people to buy now. Don't let its popularity of use fool you though. Once you can show that your offer is limited in availability then perceived value instantly quadruples. Limited quantity offers work much better than limited time offers because you don't know when items will run out.

2. Offer Bonuses

This is another popular tool used to get buying decisions. The bonuses should be related and complimentary to main product. This increases value of your primary product and makes price appear much less for value customer gets. You should try and avoid offering rebates or discounts if you can; offer a bonus instead.

3. Give a deadline

If you give a deadline by which offer will close or price will be raised, then this will build real urgency and increased sales. You should make sure that deadline is kept, or if you extend offer you should give a reason why you did this. There are many websites that use a script that continually changes deadline. But this method can really backfire as you can lose credibility with your customers. When customers buy right away only to see same price after deadline is gone, they feel cheated and tricked.

4. Offer a 'surprise bonus'