Craft your messaging to focus on user needs and benefits.

This indicates value to a searcher. They're more likely to respond to ads that include concepts important to them. Think about what the searcher wants from your ad. Is it reliability and trustworthiness?

You may want to use language such as '"official site." Or do they want a wide selection of products? You may want to include "view our inventory." This is a great time to put those customer personas to use. Review the persona's goals and consider adding them to your ad.