Home topics small-business-resources growing Growing Marketing Growing Google AdWords: The inside scoop Jen Bishop August 25, 2009 Google AdWords is a hugely popular search marketing tool but how do you get your message across in 130 characters? Meet ‘creative maximisers’ Vic Ellis, Kate Conroy and Luisa Fearnside . They work with big businesses on their AdWords ads, but here they share their top tips with you. Consumers are becoming overloaded with messages these days and businesses have less time to pique the interests of an ever more wary consumer. Everyone’s heard of AdWords but how do you actually get your best message across in just four lines or 130 characters? With so little to play with, what are the secrets to success with this advertising haiku? These three are the experts. What they don’t know about AdWords isn’t worth knowing. Vic, Kate and Luisa have helped thousands of businesses get their messages right for their customers. It might sound easy, but, like most things, it’s only easy when you know how. Let’s start with the basics. AdWords is a kind of paid search advertising. AdWords ads are the ones that appear on the righthand side under Sponsored Links when you Google search. They work by you—the advertiser,—purchasing keywords. When a user enters the keywords, your ad is triggered to come up. If—and only if—they click through from your ad to your website, becoming a potential customer, do you pay Google anything. The main benefit of AdWords is it enables you