Creating an ad can be fun and easy if the proper steps are taken. To start off, the first thing that needs to be done is choose a name for the ad group. The next step will consist of you putting in some information such as, the final URL, headline 1, headline 2, and description of what your ad will end up being. Lastly, you have to choose keywords that you think someone might type into Google when they are searching for something. This is an important step because depending on your keywords it may determine how many clicks you end up getting on your ad.
When monitoring performance you have to look at what worked and what did not work. Therefore, it is important to examine each keyword because each keyword will perform differently. When a keyword is below the first page bid, it does not mean it will not display, it just relates to the maximum bid you placed in adwords. The higher the bid the better your ads will be placed, so if you want the best chance for your ads to be clicked on I would recommend bidding high for your ads.
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