"I notice that some adwords ads have bold words in their headings. How do I achieve that?"

a good question with an easy answer – include your keywords in the headline.

In fact, without overdoing it, it’s very important to include keywords wherever possible and appropriate in your ad.

They are then bolded and invite a higher response rate from users seeing your ad.

You benefit from a higher clickthrough rate (CTR) and Google will reward your ad with higher positions, meaning you can pay less.

So always ensure you have keywords somewhere in your ad, and experiment to see what works best – sometimes even small changes have big improvements.

Oh, and don’t forget to always test at least two ads against each other to see which works best for CTR – make sure you set your campaign to ad delivery Rotate (not Optimise) so the statistics are accurate.

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