| Highlight what makes you unique Free Delivery? Dazzling variety? Tell people! Showcase the products, services or offers that make you competitive. |
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| Include prices, promotions and exclusives People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so. |
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| Empower customers to take action Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action such as purchase, call today, order, browse, sign up or get a quote make clear what the next steps are. |
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| Include at least one of your keywords Keywords in your ad text show your ad’s relevance to what people want. For example, if you’ve included digital cameras as a keyword, your ad headline could be “Buy Digital Cameras”. |
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| Match your ad to your landing page Have a look at the page that you’re linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there. People might leave your website if they don’t find what they expect. |
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| Appeal to customers on mobile People seeing your ads on mobile are more likely to want to know where you are, or to call you. Show your location and phone number with location extensions and call extensions. Also consider creating ads devoted to people on mobile devices, using the mobile version of your website as a landing page and offering specials suited to a mobile audience. |
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| Experiment Create three to four ads for each ad group, and use different messages for each to see which does the best. AdWords rotates ads automatically to show the best-performing ads more often. |
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