Your charity's ad must be attention grabbing and encourage people to click on it. This isn't easy, particularly as there is a 25-character limit in the first line, and 35 character-limit in the next two lines (spaces between words count as characters).
To keep your ad copy short avoid using unnecessary words, such as articles ('a', 'an' or 'the'). Avoid superlatives, such as 'leading' or 'the best', as these can put potential visitors off.
If you're selling something, try using words like 'free', 'sale', 'limited offer'. If you're looking for donors or volunteers, think creatively about what will speak to your audience. Anything that sets you apart from the competition is good. For example, US charity Big Brothers Big Sisters says in its Google Ad "Rated by Forbes as Top 10 charity".
Many surfers look for information, rather than a particular type of organisation. To reach these people, your charity's ad must sell the information on your site. For example, if someone types in 'save the environment', the left-hand ad is more likely to get a click.
Save the Environment
Tips and advice on going green
10 ways to make a difference today
Help the environment
Become a member today
Include a call-to-action in your charity's ad to encourage people to click immediately. If you are selling a product or service, try to offer a special deal to customers that click on your ad. For example, "Join now for 10% discount" or "Order now for free delivery". If you are appealing for donations, emphasise the urgency of the need.