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303 Writing Headlines Some of the most competitive ads in the world are magazine covers in a checkout aisle. You may want to glance through a few magazines covers and tables of contents to find ways to write headlines and ads that pull sales. Place Keywords in Your Ads Many search engines highlight the words in ads that match the user's query. Placing the search term in the ad will help your ad stick out more and improve your click-through rate. Bid on Current Events & Buzz Words My cheapest and highest converting ads are frequently ads for industry buzz words that nobody else bids on. The phrase Nigritude Ultramarine (a made-up phrase from an SEO competition) has sold about 10 copies of this e-book , yielding a 2000% ROI. In addition, it has introduced hundreds of visitors to my site at eight cents per click. If you are the first person to bid on a popular topic, you can get many under-priced leads. Start with a Verb You may be able to significantly increase your click-through rate if you start your ad copy with a powerful active verb. Additional Conversion Tips Trying to rank #1 may cause bidding wars with ego bidders. Listing a bit lower may improve the return on investment since you have fewer compulsive clickers and a lower bid price. In addition, as people scroll down the ad list, they do a better job of showing intent. They pre-qualify themselves for the purchase. If you make the ads sound compelling to the reader, you can improve your click- through rate to where you get more conversions than the #1 ad. Show benefits or offer a unique solution to their problems. Link to a Landing Page Link to the exact page you want visitors to see, not to your home page. You may even consider adding a special page to your site that is made exclusively for that pay-per-click program. By channeling all your traffic through the home page, you may be telling a person that you do not care about them, and you make it harder for them to buy. In an efficient market the merchants who remove the most friction will be the ones with profit margins and sustainable business models.