This video will teach you to identify your audience and present your Unique Selling Point.

You’ll learn how to identify your potential customers so your ads can have greater appeal to them.

By defining your customer’s needs, you’ll avoid wasting your resources.


Have a clear call to action – Users are more likely to click on an ad if they are being instructed on next steps. Examples of this are ‘Call today for a free quote’, or ‘Enter zip to find store closest to you’.

Include a promotion – You may want to include an offer such as ‘20% off shoes today!’ or ‘Free shipping!’. It’s understandable if you don’t want to offer a discount on top of the advertising cost, but even a small offer can be the difference between attracting a new customer to your site, and having them click on the website next to yours.

Enhance your ad with extensions – Extensions show additional information about your business, such as your phone numbers, store rating or address, as links extending from your ad. Including extensions will increase the amount of space you take up on the results page, and they tend to have a high click through rates (both huge benefits). Plus there is no additional cost for including extensions.

A simple step you can take before writing your ads is to search for your type of business and see what type of ads come up. You don’t want to copy other businesses ads exactly, but you can get an idea of what works and what is out there.

Strategies and Tactics for Using Google AdWords Effectively Part 1Strategies and Tactics for Using Google AdWords Effectively Part 3