When you include the term you bid on in the ad, it will show up bolded in your ad when someone searches for it. If you get your traffic mainly from Google search and for a term like "Build Muscle Fast", you would create an ad like:

Build Muscle Fast Gain 23 lbs of Muscle in 6 Weeks Build Muscle Fast. Find Out How BuildMuscleFast.lnnyg.com

What we did:

We included the term in the headline, the body AND the description URL. Register a short meaningless domain so you have enough room to devote to each main keyword of your adgroup. In this example, the domain is lnnyg.com

For different adgroups, you could have description URLS like: GainWeightQuickly.lnnyg.com MuscleBuildingWorkout.lnnyg.com etc...

The description URL is the second most visible part of an ad after the headline. Why almost nobody uses this trick is beyond me. But I can tell you that it's one of the most powerful ways to increase your CTR, raise your quality score and get more traffic. In most cases it works much better than a "subdirectory" (lnnyg.com/GainWeightQuickly) because the keyword is the first thing people see in the description URL.

We have also capitalised the first letter of each word. This makes everything stand out.

We have also included a benefit in our ad. People act through emotion. Tell them what they will gain by clicking on your ad...

If you want to discover more about writing good Google Adwords ads, visit Adsense Arbitrage Voodoo!

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