AdWords: How to Influence with 95 Characters or Less

By Rachel Thompson | Adwords campaigns

Aug 06


BadRedhead Media is happy to welcome J. P. Thompson, The AdWords Guy (and well, my guy, too) to the blog today for part 2 in his Adwords series.  He’s got over 30 years of sales and marketing experience and he’s here to share some thoughts on AdWords. Grab a coffee, sit back and learn! Enjoy!

You can follow JP @SalesCafe on Twitter.

So, you’re back for more.


A neutron walks into a bar and asks how much for a drink. The bartender replies “for you, no charge” ~ Sheldon from the Big Bang Theory.


In last week’s post, The Secret of Selecting Keywords for AdWords, you learned a few techniques for selecting your keyword phrases for your AdWords campaign. As a recap:


  • Select “phrases” rather than a single key word.
  • Select 5-10 Keyword Phrases (20 maximum).
  • Select Keyword Phrases that have 10K – 100k searches per month.
  • Use Amazon’s search bar and Google’s Keyword Tool to help you select your keyword phrases.


Now that you have your keyword phrases, let’s turn our attention to the ad itself. Again, before you go running off to set up an AdWords account, there are a few questions you should think about beforehand. This is so when it is time to set up your AdWords account and campaign you are prepared.


The next question is: what will your ad say?


  1. Headline: This is the attention grabber.
    • You have 25 characters for your headline (including spaces).
    • Make it interesting and enticing.
    • It is a good idea to put a key search term in your heading. What your prospective buyer of your book is searching on.
    • Example: Let’s say one of your keyword phrases is “teen books.” Your headline might read: “Powerful Teen Book”


  1. Text Lines: This is your description.
    • You only have two lines for your text to inform and sell.
    • You have 35 characters for each line of text (including spaces).
    • Again, include a key search term in the text.
    • Make the text enticing (a teaser).
      • Why should I want to read your book?
      • Write one sentence about what makes your book so interesting or important to the buyer.
    • Example: Let’s say another one of your keyword phrases is “award winning books.” Your text might read:
      • Line 1: Award Winner. What happens when
      • Line 2: family love just isn’t enough? Look
    • Also, include a call to action. E.g., buy, look, read, view, and etc.


*Note: You should also let the prospective buyer know this is an ad for a book or eBook. Otherwise you might get unnecessary clicks.


  1. URLs:
    1. You are going to enter two URLs. URLs are webpage addresses you enter in the address bar in a web browser to take you to a certain website or web page.
    2. The two types of URLs you will enter are a Display URL and a Destination URL.


  1. Display URL:
    1. It is not necessarily a functioning URL. Meaning it is like a signpost that let’s the buyer know where they will go (website or web page) if they click on your ad.
    2. This address appears in your ad.
    3. You only have 35 characters for the display URL.
    4. It does not need to be the exact URL (web address) of the landing page. The exact URL of your landing page is the “Destination URL.”


  1. Destination URL:
    1. This is the actual functioning web page address. It takes the buyer to the landing page (web page) you want them to go to when they click on your ad.
    2. It does not appear in your ad.
    3. You can use the actual URL or a shortened link, like a link.


  1. URL examples:
    1. Display URL:>kindle>BookName

This URL uses what Google calls “bread crumbs” (>). It gives the buyer an idea of where they are going, a signpost. Whether an Amazon book page or your book’s website. This is not a functioning link (URL).

    1. Destination URL:

This is a functioning link (URL). It will take a buyer to an actual landing page.


Here is what your ad looks like:


Powerful Teen Book

Award Winner! What happens when

family love just isn’t enough? Look>kindle>BookName


*Note: Remember, ad relevance is very important. Be sure that your keywords > ad > landing page are all relevant to each other.


So, far I have been focusing on a search network campaign (most basic). I will discuss the display network ad campaign in a later post.


Until next week, take the time to write out three ads to begin your campaign. Once your campaign is running you will find that some ads get a better response than others.


J.P. Thompson


Also, visit my blog on selling at Salescafe.


AdWords, as simple as 1-2-3. Get your ad campaign going in minutes! J.P. the AdWords Guy can help you with a task that will seem like you are in a cognitive learning experiment. If you are looking to GET EXPOSED fast and drive traffic to your Amazon page or book web site, J.P. the AdWords Guy can help you. Call, NOW!




J.P. Can be reached by email at or


About the Author

Rachel Thompson is the author of newly released BadRedhead Media 30-Day Book Marketing Challenge: How to energize your book sales in a month - created to help authors market their book. She is also the author of Broken Places (one of IndieReader's "Best of 2015" top books and 2015 Honorable Mention Winner in the San Francisco Book Festival), and the multi award-winning Broken Pieces, as well as two additional humor books, A Walk In The Snark and Mancode: Exposed. She owns BadRedhead Media, creating effective social media and book marketing campaigns for authors. Her articles appear regularly in The Huffington Post, The San Francisco Book Review (BadRedhead Says…),,, and Self-Publishers Monthly. Not just an advocate for sexual abuse survivors, Rachel is the creator and founder of the hashtag phenomenon #MondayBlogs and two live Twitter chats: #BookMarketingChat (co-hosted with TheRuralVA, Emilie Rabitoy) and #SexAbuseChat, co-hosted with C. Streetlights and Judith Staff. She hates walks in the rain, running out of coffee, and coconut. She lives in California with her family.

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[…] AdWords: How to Influence with 95 Characters or Less var dd_offset_from_content = 40; var dd_top_offset_from_content = 0;Rachel ThompsonRachel Thompson aka RachelintheOC is a published author and social media consultant. Her two books, A Walk In The Snark and The Mancode: Exposed are both #1 Kindle bestsellers! When not writing, she helps authors and other professionals with branding and social media for her company, BadRedhead Media. She hates walks in the rain, running out of coffee, and coconut. Buy Now : A Walk in the Snark * Mancode: ExposedMore Posts Follow Me: […]

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