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Effective advertisement copy is: • Clear and concise • Aligned with customer intent • Focused on advantages and value • Appropriate to the keyword browsed • Structured with strong calls to action • Optimised to stand out versus competitors Great ad copy can enhance your Quality Rating, a metric used by Google to evaluate how useful and appropriate your advertisements are. Ongoing optimisation consists of: • Changing quotes • Evaluating new ad variations • Removing low performing keywords • Adding new keywords based on search term results • Refining audience targeting • Carrying out advertisement extensions • Examining budget plan allotment • Improving Quality Score • Maintaining account structure These changes make your campaigns more efficient over time. Reports may consist of: • Number of clicks • Expense per click • Conversions produced • Cost per conversion • Keyword efficiency • Advertisement efficiency • Audience insights • Spending plan patterns • Recommendations for improvement Clear reporting enables you to understand how your investment is performing and ensures that your marketing decisions are backed by genuine data.