Hello I am new to Adword and I am planning my first Adword campaign begging next week. What I want to know is how I can write an effective Ad copy. Shell I put the keywords in the title or is it best to put it on the 2nd line of 3rd line of the Ad, or not included at all. Please look at the sample Ad I have created, in this Ad I have added part of the keyword in the heading (Pay AS You Go). Curve 8520 Pay AS You Go Web exclusive deals – reduced to £159.00 Free Next Day Delivery - Buy Now! Please advise me.
Running dynamic keyword insertion in different places can definitely effect your performance. There is no set in stone rule, for the best results you need to run 2 ads side by side (a/b test) and determine which performs better.
The best way is to include your keywords in the title and in the ad text. Also you can put it in the display url, like this: yourdomain.com/keyword. In the display url, after tld/ you can enter whatever you want, that part doesn't have to match destination url.
Before you put the keyword in your domain, you need to make sure that page exists on your site. Use the keyword in your title AND in the body of the ad. Your keyword will be highlighted in blue when your ads run. This will make them stick out from the rest. Also the more often your keyword is mentioned the higher your relevance. Google will reward you for higher relevance by charging you less and increasing you placement.