Thorough keyword research and a tightly knit structure will be useless without great ads. You need to entice searchers to click on your ads, and once they land on your page, perform the desired conversion. Relevant ads and landing pages help you achieve a good cost per lead and ROI, however, there’s something even larger at play with great ad text; your Quality Score depends on it.
Rules of an AdWords Ad You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet. Character Limits
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