If you are putting together a PPC ad, it can be tiresome thinking of what to put in it to make it different from the others, but there is one thing you absolutely should not leave out when it comes to the finished ad. In order to make sure that people click on your ad, you should take care to ensure they remember why they are clicking it.

It is fairly simple, but many people forget it – and that is the keyword itself. Strange as it may sound, plenty of people compile PPC ads without any mention of the keyword in them. It won’t stop your ad showing up, and you may still get clicks on it – but research shows that if the keyword isn’t in the ad, clicks are less likely.

One of the major reasons for this is the fact that a keyword in a PPC ad will show up in bold on the screen. This level of emphasis has proven over time to be more persuasive than ads without the bolded keyword.

It sounds simple, and obvious, but the fact is that people with a limited amount of space for text will often cut out everything that they can get away with in order to get in the maximum information and persuasion.

In truth, your PPC ad should only ever be a taster for the real selling, and therefore it does not make sense to cut out the major selling point. So keep your keyword in your ad, whatever else you cut.

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