Don’t write a generic Ad copy for all your keywords. You should try to be as specific as possible, so that your Ad can deliver the right message to your customers. For example, if you are selling shoes and you have different types of shoes in your inventory – e.g. Mens shoes, Women’s shoes, Tennis Shoes, Walking shoes etc.; you should make few set of keywords for each of the different type of inventory that you have and then write compelling Ads for each of those set. The best way to do this is to have multiple Ad groups for your different set of keywords so that you can easily write specific Ad copies for the different ad groups.

2. Highlight your Unique Value Proposition (UVP): How different are you from your competitor? What makes your product or service unique? What benefit would the customer get after buying what you sell? – If you can answer these questions then hopefully you will get your UVP.