Google Adwords remains as the premier paid traffic source in the internet today, and any business can setup and run ads on the Adwords network within hours. Writing effective ad words ads is a critical element of the campaign; since you only have a 35 characters of text in each line to get the attention of your audience, the words you select and the statements you make must be very specific and structured in a way that generates clicks.

Learning what to write in each line, and making sure you are using the right URL extensions are just some of the critical elements of a successful Google Adwords ad. If you're just starting a new Google Adwords campaign, here are some essential tips for writing that first ad:

1. Use the keyword in the headline. Perry Marshall and Bryan Todd, authors of the book "The Ultimate Guide to Google AdWords" explain that more people click on ads when the headline includes the keyword or keyphrase that they were searching on. This means it is to your advantage to include the keyword or keyphrase in that very first line; weave these words into the headline to create an attention-grabbing headline that has the potential to generate more clicks.

2. Second line must describe a benefit. People are more likely to respond and click an ad if the ad clearly states a benefit near the title. It is important for you to differentiate between benefits and features. Think in terms of 'giving them what they want' first before stating your product's attributes.

3. Feature and offer goes in the third line.  Your features and offers must support your benefit statement. The idea here is to state your feature or offer in such a way as to back your benefit claim. Keep it short and simple, and make sure this line does not overpower the second line.

4. Use the last line for your landing page. Many companies make the mistake of inserting only their website URL on the last line, but you have the freedom to enter in any destination you want in this area. This is a great reason to set up a separate landing page specifically for your Adwords campaign; this landing page URL can be inserted into every ad you run so you can track how well your ad is performing.

5. Test results with a similarly written ad. Split-testing means running two similar ads at the same time to see which one will gather more clicks. You can still use the same keywords and keyphrases, but tweaking these slightly and measuring for performance can help you generate more clicks on each ad run.

All elements needed for success in Google Adwords can be mastered with practice. Follow these guidelines and start running ads now.