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We continue the AdWords Best Practices Series with more important hints. After managing your Budget, we move on to the next step.


Build and optimize your Ads

How you build your Ads has a huge impact on how your campaign performs. They should be relevant for your business and should sound very appealing.

You should split test your ads to find the magic formula. You can run tests like special offers, pricing, clear value prop, brand name, etc.

Link your ads to the most relevant landing pages. Insert strong calls to action on your ads, and make sure that those drive you to the correct landing page.

Add new ad texts to your campaign on a regular basis.


Also an important factor for your ad success is the first description line (Description Line 1).

The Description line 1 is so important because it is frequently placed next to the Headline, forming the Extended Headline.

For ads that serve on first three positions (top box), end the ‘description line one’ with a full-stop to make that ad qualified for longer ad headlines.

Description Line 1 has up to 35 characters, while the Headline has up to 25 characters. You can include Call-to-Actions in the Description Line 1. These are just two factors why we belive that Description Line 1 is at least as important as the Headline when it comes to Click-Through Rate improvement in Adwords.


Using Dynamic Keyword Insertion in your Ads it’s also a very good practice. We all know people are more likely to click on something if it contains the exact words they searched for.  This will allow you to target several customer personas at the same time, while getting a good quality score.

We suggest to use Dynamic Keyword Insertion only on small ad groups to make sure your grammar will be correct.


There will be more AdWords Best Practices to come, therefore, keep posted.

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