Your ad copy is the only part of your account a searcher will ever see.

A searcher does not know if you are using geographic targeting, ad scheduling, dynamic keyword insertion, etc.

A searcher only sees your ad copy.

Your ad is the bridge between someone’s thought process (the keyword query) and your website.

You should start with the ad and work backwards.

An exercise I stress that everyone should go through is based upon this organization.

First, write a very targeted ad. An ad that seems like you do exactly one thing (you sell one product, you provide one exact service) and put it in front of you.

This ad cannot say ‘John’s plumbing’ – a plumber does many things. The ad must say ‘John’s Kitchen Remodeling Service’ or ‘John’s Emergency Pipe Repair Service’.

Once that ad is written, now look at the keywords in that ad group.

Does the ad describe every keyword in the ad group?

If yes, leave the keyword where it is.

If no, move that keyword to a new ad group.

When you are done, write an ad for the next ad group and repeat.

This process is not necessarily fast, but it will:

• Increase your CTR
  • The ad and keyword are related
• Increase your Quality Score
  • The CTR went up, and the relevancy should as well
• Increase your conversion rates
  • The searcher will have the proper expectations when clicking on your ad

This can be time consuming. If you aren’t sure where to start – start with the ad groups that spend a lot of money and have low quality scores – that is your best area of improvement.

Note for Certified Knowledge members: The quality score tool will give you a good starting place.