I was wondering how important do you consider it to repeat the keywords the user searches for in your ad text? The more bold words the better? Would you go as far as repeating the exact keyphrase? Does repeating more of the keywords in the ad text lead to a higher quality score? I have an adgroup "blue widgets" that contains the keywords "cheap blue widgets", "affordable blue widgets", "blue widget offers" among others. Would it be a good idea to create seperate adgroups for these in order to have seperate ad text that repeat the words "cheap", "affordable", "offers"? Thanks
Personally, I haven't found it necessary to go that far (Couldn't anyway - I have way too many keywords to write individual ads) but a reasonable match between keyword and ad-text certainly helps your QS. Working the keyword into the display url also helps (I think Google prefer the display url to have reasonable relevance to the destination though!), e.g. you could use the display url for your adgroup, "www.website.com/blue-widgets" for a destination like "www.website.com/coloured-widgets.htm" Even better for QS is to create specific landing pages for some of your adgroups, e.g. if you sell coloured-widgets and "www.website.com/coloured-widgets.htm" is your current landing page but you have adgroups based on blue-widgets, red-widgets, green-widgets, etc. you could easily create separate landing pages for each colour. A combination of these two tactics was the most effective method I found for improving QS. AS to the benefits of either on CTR I have little evidence. Many Adwords pros claim they boost CTR and in the main the "keyword in ad-text" ploy does seem to help a little but my experience with the altered display url is decidedly mixed.