Tips for an effective ad copy

Your ad should respond directly to what the user is searching for.

If someone searches „buy wooden toys,“ your ad should clearly say „Buy Wooden Toys Online,“ not just „Children‘s Toys.“

The closer your ad copy matches the query:

The higher your CTR
The better your Quality Score
The lower your cost per click (CPC) relative to the set max. CPC

Align your ad text with the specific landing page — don’t send all clicks to your homepage. You can use dynamic adsfor the purpose of linking keywords in one ad group to different URLs.

Headlines are the most visible part of your ad — they determine whether the user reads further.

Definitely include your main keyword in Headline 1 to show the user what are offering right away.

Best Practices

✅ Use Headline 2 for benefits, offers, or social proof. A competitive edge always does the trick.

✅ Experiment with different emotional triggers — urgency, trust, exclusivity.

✅ Keep them short, clear, and easy to read.

Weak headline	Improved headline
Toys for Kids	Buy Wooden Toys Online
Great Selection	Over 500 Wooden Toys in Stock
Quality Products	Safe, Eco-Friendly Toys for Kids

Writing Compelling Descriptions

The description is your chance to explain why users should choose you.

Use it to communicate value, trust, and action.

Tips

Highlight unique benefits (Free Shipping, Czech Brand, Trusted by 100,000+ Customers).
Keep it action-oriented — invite the user to do something.
Mention features that differentiate you (Eco materials, 24-hour delivery, local support).

Example: Shop handmade wooden toys crafted by Czech artisans. Free delivery on all orders!

Using Ad Extensions

Ad extensions increase your visibility and improve CTR by providing additional info or navigation options.