So I'm a newbie running AdWords to drive traffic to an entertainment site (no sales... goals simply affordable CTR then good time-on-site....) Using analytics, I can see that attention grabbing ads may "trick" people into clicking thru' but - surprise surprise - they mostly bounce, spending little or no time on the site. Taking the track of "relevance" and writing ads that are as close as possible to core search terms results in 'decent' CTR, but.... it's an entertainment site, not "selling" anything, and if I search for my own keywords, I see four or five very similarly worded ads from competitor sites... which may have better quality scores because they've been running longer or are simply paying more... If this isn't the "ahhhh... that's the million dollar question...." In a fairly broad category, what are good strategies for being relevant to search, representative of content, but not completely generic?
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The first thing that you need to be sure of is that you don't mislead people with your advert. If you do, you'll just end up paying for clicks that are worthless, and that'll more than write off any Quality Score benefits from improving your clickthrough rate. You want your advert to stand out - there are many tricks to this, like using numbers, non-alphanumeric characters or simply looking at the competitors adverts, and writing something different. You also need to SELL your site (even if you aren't selling a product). Why should people visit your site? What's in it for them? Do you have what they are searching for? Get in their heads, and write what they want to see. I've written about this in more detail here: http://www.epiphanysolutions.co.uk/google-adwords/adwords-advert-text Hope it's useful...