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Key idea: To write successful ads, imagine what your customer is searching for

In an ideal ad experience, your text ad directly relates to what your customer wants to buy. Let’s take an example: Someone searches on Google for “24-hour flower delivery lilies,” sees an ad whose headline says “Order lilies fast - 24-hour flower delivery.” They click the ad and go straight to the flower site, where they complete their order. Here are the top 6 tips for creating solid text ads:

  1. Be clear about what you’re promoting. Your customers should know what to expect when clicking your ad. Include at least one of your keywords in your ad headline. If you've included “digital cameras” as a keyword, your ad headline could be "Buy Digital Cameras." (Remember that any use of trademarks in ad text needs to follow AdWords trademarks policies.)

  2. Be relevant. Make sure you’re giving an answer or solution to your customer. For example, if they’re looking for a solution near them, then your location is most useful information and should be added to headline.

  3. Match the description to the headline. Make sure the ad is coherent as a whole unit.

  4. 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.

  5. Make sure your ads are approved. In order to make sure all AdWords ads are high quality, every ad must meet high professional and editorial standards. That means no  extra    spaces, sTrAnGe CAPITALIZATION, exclamation marks, or unclear URLs, to name a few. Learn more about text ad requirements.

  6. Appeal to customers on mobile. 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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