What is a recommended practice for writing headlines in responsive search ads?

Incorporating top keywords into headlines for responsive search ads is essential for increasing relevance and improving overall ad performance. Keywords that are aligned with user search intent can significantly enhance the chances of your ads being displayed to the right audience, as search engines often match the keywords in the ads with users’ search queries. This alignment not only helps to capture the attention of potential customers but also contributes to a higher click-through rate (CTR).

Relevant keywords in the headlines can increase the likelihood of ad visibility, thereby optimizing the ad’s performance metrics such as impressions and conversions. Additionally, using varied, keyword-rich headlines allows for better testing of which combinations resonate most with the target audience, fostering continuous improvement of the ad campaign.

While other practices, such as limiting variation or using only promotional language, may seem beneficial, they can lead to missed opportunities for engagement and optimization. Therefore, focusing on relevant keywords ensures that the ads connect effectively with users' search behaviors and preferences.