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August 31, 2010
Writing Strong PayPerClick Text Ads
By Justin Freid
Creating high converting text ads for search engine marketing is no easy task, but there are certain key factors that can help you create ads that both grab the attention of the searcher and lead them along through the conversion process.

Below is a breakdown of the sections of a text ad and certain items that should be contained within each section.

Headline:The headline helps you catch the eye of the searcher and should immediately proclaim 'Hey! I am relevant to what you are looking for!' If you look at the ad below you can see the term 'Contact Lenses' (the search query entered) appears in the headline, letting the searcher know that the ad is offering what they are looking for.

If you have created very granular ad groups you can create text ads that utilize keywords or keyword phrases within the headline. I recommend staying away from DKI (Dynamic Keyword Insertion). This can lead to you ad using lowercase letters in the headline.

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