Writing an advert
The next step is to actually develop an advert that will be shown alongside the natural search results.
This process should go hand in hand with Keyword Research (see Page 13), to determine what it is that is being promoted on the site.
Suggestions for areas of interest that would be suitable would include:
Photography
Fashion
Architecture
Ceramics
Knitting
Sculpture
etc.
It should be borne in mind that the basic principle is the same as for SEO, in that we are trying to attract visits to the site from people who are interested in topics that are covered within the site - and are thus searching for relevant phrases as determined by the Keyword Research process.
Google limits the amount of characters (including spaces) that can be used in the ad:
Headline - 25 characters
Line 1 - 35 characters
Line 2 - 35 characters
The Display URL is the web site address that will be visible within the ad - i.e. www.vam.ac.uk
The Destination URL is the actual "landing page" that the site visitor will arrive at, having clicked the ad.
