The process of writing high quality ads for paid search campaigns has everything to do with specificity. If you have any questions about the importance of specificity, make sure that you understand that your product or service as a business person speaks to a problem that an individual has. More than likely, as a working professional, your skill set allows you to solve multiple problems. The more specific your ad can be in relation to the particular term that you are targeting with your ad, the more likely your ad will receive a click. Higher click through rates will engage more people, and on top of that it will also reduce your overall click costs down the road.
An Example of a Highly Specific Ad
If you are a plumber in a particular town, you can grab all of the terms that relate to plumbing as well as any other plumbing problems, bash those together, and then run a single ad that essentially, in so many words, says “best plumber in (your city),” then you are being lazy. That is the lazy way to create and ad and will undoubtedly result in poor click through its.
A highly specific ad would target one particular keyword, say, “leaky faucet fix in (your city),” which would be a phrase that is built into the ad.
“Leaky faucet Repair” could be the title of your ad, and the description could explain who you are and the sort of experience you have servicing the community.
Keep in mind, the more specific the ad, the greater the click through rate. The greater the click through rate, the more likely he’ll generate business and do so at a reduced cost.