Golden Adwords Rule #2

Make your headline copy the same as the keywords.

You may have noticed that whenever you search on Google the keywords you used will be in bold in any adverts displayed. This is Google's way of rewarding the advertiser for trying to ‘relate' to the browser. Naturally enough the browser's eye will be drawn to those adverts with the most number of bold keywords. This makes your job of working out what to have in the headline of your advert incredibly easy. All you need to do is match your advert's headline with what the browser typed in.

For example if a keyword you want to advertise against is "bad debt recovery" your headline should read "bad debt recovery".

Easy and very effective, yet hardly ever done!