Ad Writing Best Practices. Write Better PPC Ads.

• Include the keyword in the title and description.
• Make sure the title and description are relevant to all keywords.
• Distinguish your product or service from competitors (e.g. “official store” or “free shipping” or “free webhosting”).
• Choose a landing page (URL) other than the home page if it is more specific to the ad.
• If you only provide service in certain areas, include your location (e.g. “seo in Seattle”).

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