Google AdWords ads are really simple. They’re not like large roadside billboards nor television ads, which can be quite obtrusive. AdWords ads usually consist of a few lines of text, the content of which is usually dependent on the search terms used, or the context of the publisher website where the ads are presented.

In fact, all AdWords ads have the following structure:

• The headline (maximum of 25 characters)
• Description line 1
• Description line 2 (both maximum of 35 characters)
• Display URL (maximum of 25 characters)

The headline is perhaps first in importance. It’s what captures the interest of your target audience. The headline can contain up to 25 characters, including spaces. You cannot use punctuation, except for the question mark.

The description lines are both required, and can contain up to 35 characters, each. This is a powerful tool that you can use to catch further interest from your audience. But if you do this wrong, your ad would end up being ignored.

The display URL will be the Internet address to be displayed on the ad. This is optional and may be different from the actual URL you would input to access the site (for instance, you can indicate here the base URL only, but the actual URL may be longer).