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do keywords need to be verbatim in the ad?

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# 1
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For example, if the keyword is "caregiving support" does "caregiving support" need to appear exactly in the ad, and in that order?

2 Expert replyverified_user

do keywords need to be verbatim in the ad?

Rising Star
# 2
Rising Star

Hi Cassiel,

 

The keyword doesn't need to be in the ad at all. You can write whatever you want in the ad copy, however best practice is to ensure that the ad is very relevant to the keywords in the ad group. If you have a number of keywords related to "caregiving support" I would recommend including that phrase in the copy to boost click through rate. Here is an article from Google on how to write successful ad copy:

https://support.google.com/adwords/answer/1704392?hl=en

 

Hope that helps,

Jim

Jim Vaillancourt, AdWords Rising Star, LinkedIn
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do keywords need to be verbatim in the ad?

Rising Star
# 3
Rising Star

Hi Cassiel,

 

On top of Jim's excellent answer, in my own experience, reiterating the search terms in the headline will perform better, but only if it makes sense. 

 

So if someone searches for "nike shoe cost", putting that in the headline won't perform as good as "Nike Shoes from $39".