• It serves as your company’s introduction to potential customers.
• It indicates the quality of your web site and can help users to decide whether to click on your ad.
• Effective ads can increase the likelihood of meeting your customers’ needs, which can lead to a higher conversion rate (i.e., a higher rate of clicks turning into paying customers).

1. Include the keyword in the title and description. You can do this easily by using our insert keyword feature, which enables you to insert a code into your titles that will automatically be replaced by the keyword.
• In search results on Yahoo! and other sites in our distribution partner network, your keyword will be bolded when it appears in your title and description.
• Our research indicates that customers are 50% more likely to click on ads that include the keyword.
2. If possible, start the title with the keyword.
3. Describe the product or service precisely.

Test your ads

Use ad testing to rotate multiple ads and determine which message works best for your business.