Your ad shouldn't be cluttered, of course, but try to place the keyword at least in one of the two headers and in your description line. As already mentioned at point 1; it helps enormously if the keyword is used literally in the ad text. Use keyword insertion By using the keyword insertion function in an ad text, the keyword can be literally copied into the ad text. For example, suppose an online walker store has a 'buy walkers' ad group. In that ad group are the keywords: buy rollator buy rollators order roller order rollators These are all relevant queries with the same focus. An ad text with only “Buy a Rollator” in it will ensure that the other three keywords do not achieve their optimal Quality Score. In that case keyword insertion can be used.
This works like this: {Keyword: Buy a rollator} The text after '{Keyword:' is the keyword that should normally be shown, unless a query is matched with a keyword in your the phone number list same ad group. Normally {Keyword: Buy a Rollator} in head 1 will cause the text “Buy a Rollator” to be displayed. However, searching for “Order rollators” will match a keyword in the ad group and show “Order rollators” in the ad text. The relevance between search query and ad text is therefore particularly high for both user and search engine, which usually results in a higher Quality Score. More information from Google about keyword insertion can be found here.
Optimize where opportunities lie My expectation is that you are reading this blog because you are dealing with a low Quality Score and possibly already an extensive account. where the opportunities are greatest. Relevance between search query and ad text can be easily solved by redesigning ad groups and/or rewriting ad texts. Where you then start is where it is lowest, and that is very easy to find out. Go to 'add keywords and columns'. Choose 'quality score' and add (all) metrics, as below.