This article was originally published on the Spectrum blog. 

Adwords, Google's primary advertising product and main source of revenue, isn't as simple as it looks. In fact, most Adwords campaigns fail to yield any ROI because, ultimately, advertisers on the platform don't know how to optimize their ads. Below, you'll find five ways to make the most of your 95 allotted characters and get a leg up on the competition:

1.    Get to the Point.

On average, advertisers will have about 7 seconds with searchers before they move on to another page. Of course, those seconds are divided between your ad as well as ten others (not to mention Google’s organic results). Advertisers can deal with this issue by quickly capturing the attention of consumers through ad copy that is tailored to the searcher’s query. For example, if someone is looking for cheap office furniture, the ad may want to mention price. This way, folks instantly know if they price qualify before they click through – saving money for advertisers.

2.    Specificity is King.

Never be generic in your copy. While generalities may lend themselves to the most clicks, they will not necessarily yield the most conversions, which are essential to a healthy ROI. Instead, strive to be as specific and granular as possible in your copy – prompting the right people to your landing page. For instance, if you’re a mover and provide several types of services – e.g. Residential, Commercial, International, Storage, etc., create a separate ad for each service using specific keywords. 

3.    Stand out – Include your UVP.

A UVP, or Unique Value Proposition, is what sets you apart from your competition. Do you offer free shipping? Does your product or service have a money-back guarantee? Will customers receive 24/7 support? Have you won any notable awards? Regardless of what makes you stand out, including it in your ad will up your chances for a conversion.

4.    Keywords are Key.

When you search a term on Google, it’s only natural to click on the results that contain those same words. Those same keywords will also be automatically bolded by Google in the SERP, or Search Engine Results Page. Therefore, to capitalize on human nature and Google’s algorithm, we suggest including your main keywords in the headline of your ad as well as the description lines. 

5.    Always have a Call to Action.

For your campaign to be effective, a searcher must know what’s waiting for them when they click through to your ad’s landing page. For example, if a searcher is seeking remodeling services, he needs to land on a page that’ll provide him or her with a quote. Spectrum suggests utilizing your second body line for a call to action.