Recently my marketing team enjoyed remarkable success with search keywords by making one simple change. In hindsight, it probably should have been obvious.
Companies that repair computers often shop around for replacement parts online. We began buying keywords to gain a larger share of these purchases and were quite pleased with the initial results. After some testing of different phrasing of the ads, which was only yielding minor improvements, we did something simple.
We just put the keyword the customer was searching for in the headline of the ad.
The results were amazing. 15x improvement in click through rates and traffic to the site increased even more. Sometimes it's the obvious things we forget to do that make the most impact.
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