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

4. Emphasize benefits. Like all good direct marketing copy, your search ad should clearly communicate how your product makes your customers’ lives better. Don’t fall into the trap of showcasing features instead of benefits.

5. Include your display URL within the ad. Your URL is part of your brand recognition, and as such, it should be part of every search ad, MoreVisibility officials note. To make even more impact with your URL, capitalize the first letter of each word in your domain, e.g. www.CatalogSuccess.com.