Tips for creating successful text ads

1. Keyword matching the query
   • The more accurate the match, the higher the relevance.
   • Look through search queries of broad match keywords and add more specific keywords.
   • Put keywords with more meanings into context or use negative keywords.
2. Lexical and thematic correspondence of the ad text and the query
   • Occurrence of the query in the text of the ad contributes to its higher relevance.
   • At least thematic similarity between the ad and the query is required.
3. Semantic coverage of the query by the ad text
   • The more words from the query used in the ad text, the better.
   • Similarity of very specific words is more valuable than similarity of general words.
   • Similarity of rare words is more valuable than similarity of common words.
4. Semantic coverage of the ad text by the query
   • Too many unrelated words in the text ad usually decrease its relevance.
5. Commercial keywords
   • Frequently searched commercial keywords increase relevance of the ads.
   • Non-commercial keywords may reach lower relevance despite a good match – in such case, try to specify the keyword or add a commercial modifier to the keyword. 
6. Dynamic variables in text ads
   • A keyword in a form of a dynamic variable does not necessarily increase relevance, especially if it is the only element of the ad related to the query.
7. Relation of the visible URL and the query
   • Occurrence of the keyword in the visible URL increases relevance of the ad.
   • Occurrence of the keyword in the domain is even more important than occurrence in the path behind the slash.