You can improve your click through rate with better adwords copy writing. Let's start at the top!

The most important part of your Google Adwords copy is the headline. Five times as many people read the headline that read the description lines or display URL. Your headline must capture the browser’s attention or else your ad won’t get clicked on.

A simple tip for better Adwords headlines

The simplest way to improve your adwords headline is to include the keyword(s) you are bidding on in the headline of your adwords copy every time.

Studies have demonstrated that browsers do not read web pages they scan them. The browser “scans” the page looking for quick highlight that indicate whether the page has what they are looking for. On regular web pages this would include graphics but because the search engine results pages are primarily text the “scan” focuses on keywords.

Readers don't read web pages... they scan

When the browser gets a page of search results from Google they quickly run their eyes over the page to see what jumps out at them. If they have typed in a search request for “Sales Outsourcing” their eyes will quickly pick up on any phrase containing these words.

Only then does the reader take a look at the other words surrounding the keyword. Try it yourself...

Here’s an example:

Google makes all keywords BOLD

Google helps browsers scan pages faster and easier by rendering all the words on the page that match the words being searched on in bold. So, if your ad does not include keywords in the headline you risk not being picked up in the scan of the page. Simply put… you will be ignored.

Including keywords in your adwords copy has a dual effect:

1. keywords in adwords copy gets more clicks and increases you click through rate
2. keywords in adwords copy copy gets you a better quality score and actually decreases the amount you must bid for top placements