RhinoFish - 2:32 pm on Feb 16, 2011 (gmt 0)
strictly speaking. "appealing" ads don't include focused relevance.
to explain what i mean, i'm taking an extreme example here... so i'm searching for hotels in Jamaica and someone runs a product image ad with girls in bikinis on the beach in Jamaica, hotel shown in background... appealing, but not focused.
i try to show in my ad, that i have EXACTLY what the searcher is looking for. further, i tailor the keywords, positive and negative, so i know that ad only shows to the right searches.
i would argue that to be relevant, there must be some "searched for" words in your ad text, it's very difficult to be relevant without some word overlap. plus, things are bolded in your ad when there's overlap, and bold gets attention, which raises ctr.
think of a "search" as a problem that someone has, write an ad that shows you understand the problem, and proposes that you have a good solution.
Pristine Jamaica Hotel
Private World-Class Beachfront!
Serene, Clean - Beach, Pool & Spa.