Search Engine Marketing: Five Steps for More Effective Paid Search Ad Copy

As you work to improve conversion rates across your online marketing programs in 2007, consider the following five steps for more effective search engine marketing ad copy, offered by search marketing firm MoreVisibility, in a recent whitepaper.

1. Use the paid keyword in the ad. In both Google AdWords and MSN AdCenter, if you include in your ad the search term your potential customer used to trigger your ad, the keyword will be bolded, which helps them stand out on the page, the whitepaper’s authors write.