The click rate for these ad texts was 12

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In our example, the numbers strongly suggest including the keyword directly in the same spelling at the beginning of heading 1 of the ad text: 2 percent, whereas the click rate for the texts with the keyword elsewhere ( Heading 2 or description) was only 7 percent. rate and also with the impression-to-conversion rate. Table with values Overview: Comparison of texts with a keyword at the beginning of headline 1 compared to texts with a keyword in headline 2 or description Myth or truth – in this example it is clearly a best practice with a high degree of truth.


Graphic with click rate as a bar chart Click rate for texts with keyword at the beginning Special Data of headline 1 Graphic with conversion rate as a bar chart Conversion rate for texts with keyword at the beginning of headline 1 Graphic with impression-to-conversion rate as a bar chart Impression-to-conversion rate for texts with keyword at the beginning of headline 1 Myth or truth – what is the real benefit of repeating keywords in ad text? In summary, I would say: An appropriately high number of repetitions of the keyword in the text creates a direct customer approach, as long as the keyword is stylishly used as often as possible.




We clearly recommend testing to include the keyword in Headline 1. #3: Call to action in ad copy? Google recommends it and it is also a standard tip on many blogs and agencies: Use a call to action in the ad copy. Examples of a call-to-action (CTA) or a request to action are: "Buy now" "Give us a call" "Discover now" "Order now" Our assessment is: A sensibly used call-to-action can have a good effect if not all competitors use the same one.