I was asked this evening about whether it is appropriate to use sentences for Google Adwords Ads instead of phrases and sentence fragments.  The biggest thing to remember with Google Adwords is that often times less is more.  The most successful campaigns for Adwords are the ones that give the best information the customer requires in the least amount of time.  While it is true that a top listed ad will receive a larger amount of clicks, if the copywrite isn’t appropriate that proportion will reduce greatly.

Writing an effective ad for Google Adwords requires three things:

1. Relevancy to the keyword or keyphrase that is being advertised.

2. A successful short description about what is being offered.

3. A call to action to get the potential customer to click your ad.

Some websites like to point out tricks to increase CTR such as formating your ad in a certain way.  However, if your ad is revelant to what is being searched for, it will receive clicks.  As far as the phrases versus sentences debate, it really just depends.  However, a simple description that gets the point across is always much more effective than one that is complex is takes longer to understand.  When searchers are looking at search results, they are only spending a few seconds on each listing before they determine whether it is relevant or not.  A great ad is one that catches a searchers attention not one that looks like a dictionary listing.