Just realized that the whole notion of writing ads that are 25-35 characters is a new form of Haiku! Dare I say it?: Google-ku!
Understanding what the searcher is looking for and giving it to them in the most efficient way from keyword selection through to landing page content.
Focus on converting clicks into sales via a great landing page. Track your conversion rate by ad copy and keyword.
1. Relative keywords for your site2. Specific keywords -- not general ones3. Landing page with keyword item4. Good positioning of ads5. Relevant negative keywords6. Measure results
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