Blog | Paid Media

Do’s and Don’ts of Paid Search Ads

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bfo-imageInternet advertising is spectacular! One catch? It’s very tricky! It’s too easy to send ads to an overly broad audience and even easier to forget planning before launching an advertising campaign. Now is the time to generate revenue via crafty, well-structured and managed advertisements. No longer must we burn holes through all of our pockets…after all, it’s exhausting buying a new pair of jeans each week.

Let’s begin with the basic vocabulary of paid search advertisements.

  • Ad Headline: This is the attention grabber of your advertisement. Make that headline clear so the consumer knows exactly what you’re advertising. Most to all advertising programs have a character limit, so make it spunky! Make in informative! Make it appealing!
  • Description Line: Sales pitch time! Include deals on products, or some extra product information, and a short line that convinces consumers to buy from you. There are other advertisements out there to click, so intrigue the consumer! Show them that you are the best! Make them click your ads!
  • Display URL: The URL in your advertisement that tells the consumer that your ad will direct them to the correct landing page. Most display URLs state the company and product name.
  • Destination URL: The link consumers click to be redirected to your product/services. Make sure your destination URL directs consumers to the correct landing page. There is a high chance that consumers will get frustrated searching through your site to find the advertised product.

Before launching an advertising campaign, remember the basics:

  • Define your goals.
  • Thoroughly plan (this way you know your budget and your audience, kill two birds with one boulder).
  • Do some intense research to find the keywords that are relevant to your campaign that also have the highest search volume (because proper keywords will help your ad rank in the search engines).
  • You always want your ads to appear in the organic search results.
  • People read from the top left of the page to the bottom right. Get in their viewing box!
  • Your webpage should be optimized along with your advertisement (or else you may not appear in the search results).
  • Always write in the present tense (because people are used to reading in the present tense as opposed to past or future).
  • Use words like you, your, now, discover, this, these, and amazing.

Finally, the do’s and don’ts of paid search advertising.


  • Use correct grammar.
  • Use specific keywords.
  • Write a clear message (so we know what you’re advertising).
  • Correlate landing page and ad URL (so the consumer is directed to the product, not a homepage).
  • Include a Call to Action.
  • Schedule ads to appear when your audience will most likely be online.


  • Plagiarize other ads.
  • Use slang terms or abbreviations (because not everyone will understand them).
  • Be too broad or general (unless you want to waste money and have no ad ranking).
  • Limit yourself to one advertisement (it is best to test out a few).

There are so many advertisements on the internet today that it’s difficult to get your ads ranking in the search results. These tips and do’s and don’ts of paid search should give you a better idea of how to begin and successfully follow through with an ad campaign. After all, who wants to waste all that money on advertising if your ads refuse to generate revenue?