First is the Title tag, the title tag is extremely important and a large part of the success that you receive will depend on your title tag. Each keyword found in the title tag will be bolded, it is also important to draw attention to your ad and separate it from the competition. You will notice that the majority of ads are the same (having the exact keyword listed as the title) you do not want to create an ad that is the same as everyone else you want an appealing ad that separates your ad from the competition

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Title tag basics

* Capitalize the first letter of each word example: Cheap Tennis Shoes (not cheap tennis shoes)
* Use keywords that you are bidding for
* Keep it interesting

The description is also extremely important; all keywords searched for that are found in your description will also be bolded. The description tag should say exactly what your website is in just a few short words. Make sure you keep it interesting so the user wants to click on the ad and go to your site

Description basics

* Don’t capitalize the first letter of each word
* Use keywords
* Should describe your entire business
* Drives the searcher to click on your ad