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Effective SEO ad copy is a very important aspect of your overall SEO campaign. To write effective SEO ad copy use targeted keywords vs non-targeted keywords when creating readable uniue content (RUC)

First, of course, you have to determine your keywords, then sprinkle them into your ad copy.

Let us say your website is about custom inventory software for retail business.
 
From that basic description, we know your prime keywords are: Custom, inventory, software, retail. The page you are writing seo ad copy for addresses the use of your software in the retail shoe industry. You have a demo, and some testimonials from a company called Sport Shoe Factory. So, we can add these words to your keyword list: shoe, demo, sports, factory.

An inexperienced web writer might create copy like this:

Our custom software has been used in the shoe trade successfully. Read this testimonial. "Great product! Will use again" SSF.com. Sign up now

The above description only uses 3 of 8 keywords.

A better, SEO version might be:
The Sports Shoe Factory uses our custom inventory software for managing their retail business with great success. Read what the Sports Shoe Factory said about our application:

"Great Product! Will use again!" - Mr Smith, CEO.

Since then, the Sports Shoe Factory deployed our custom inventory software into three more retail locations.

Try our retail shoe inventory software now.
Sign up for a FREE DEMO

See how we used 8 of our 8 targeted keywords? Good. Be sure to allocate enough time to write effective SEO ad copy for all of your pages. It's worth the effort.

Additional notes about effective SEO Ad Copy:
Use active tense verbs in your writing. Passive tense verbs put the reader to sleep. If you need to brush up on your grammar, we recommend Elements of Style by Strunk and White. We use it all the time.

Note: In some cases you will not make Strunk and White happy as your copy may lean towards redundancy. This is OK, from an SEO point of view. Remember, you have two audiences when creating an SEO website: Humans and Spiders. With that in mind, you have to make compromises and find the right balance between brevity, seo.