Your ad is the marketing message displayed to prospective customers. An ad contains a title, description, and URL.

Your ad copy is important because:

• 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. This can lead to a higher conversion rate (i.e., a higher rate of clicks turning into paying customers).

The ads you create represent all of the keywords within your ad group. This is why it is critical that you choose your keywords carefully. Additionally, ad quality takes into consideration your ad(s) and all the keywords within the ad group. If you have keywords that are not relevant to the products and services offered in your ads your quality could be negatively impacted since higher ad quality can help you receive a better rank in search results and/or a lower bid.

Next: Writing Ads - Ad Editorial Guidelines