Standing out in search

In search advertising, one has just a few seconds to catch a potential
customer's attention and separate their business from the competition.  The
headline of any ad copy can be used to do the heavy lifting, saying “click
on me, I have the information you are searching for.”

Utilizing keywords from your search campaign in the title of the ad copy
generates more clicks, as searchers are more likely to click on an ad that
looks relevant to their exact search.  More clicks bring more search traffic
and also increase the quality score the search engine assigns to the
campaign.  Higher quality score = higher placement on the search return at a
bid.  Higher placements yield more visibility and derive associated goodwill
from the engine as searches find the advertisers to be credible.