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Sams Teach Yourself Google AdWords™ in 10 Minutes by Bud E. Smith

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Lesson 10. Writing Great Ads

In this lesson, you learn how ads work to help you do more business, how the lines within a text ad work together, and how to write an ad that gets results. You also learn about the various types of ads that AdWords offers, and the strengths and weaknesses of each, as well as how to create a text ad, step by step.

Understanding What Ads Do

Your AdWords ad is one of the crucial links in a chain between a user’s search and you making a sale. Here’s the big picture:

• Keywords. Users search on certain keywords that you bid for (see Lesson 11, “Finding Your Keywords”). If your bid for that keyword is high enough, and your ad is getting enough clicks, the user sees your ad.

• Ads. The user sees your ad. If he decides ...

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