Contextual advertising is a powerful tool for targeting audiences, but its success depends on compliance with search engines policies, and ethical standards. This article explains how to craft headlines and descriptions that drive legal promotion.

1. Headline Strategies

The headline must grab attention in 2–3 seconds while complying with search engines rules.

Tips & Examples

Clarity and Specificity
- Bad: «Best Products!»
- Good: «Nike Sneakers — 40% Discount».
Keyword Integration
- Example: «iPhone Repair in London — 12-Month Warranty».
Urgency and Benefit
- Example: «Free Delivery in 24 Hours! Offer Ends May 31».
- Limit: No false urgency («Sale ends today!» for evergreen offers).
Engaging Questions
- Example: «Need Washing Machine Repair? Call Now!».
Dynamic Headlines
- Use dynamic insertion for keywords.
Localization
- Example: «Sushi Delivery in New-York — Order by 8 PM!».
A/B Testing
- Compare: «Online English Courses» vs. «Learn English with Native Speakers — $30/month».

2. Descriptions (Up to 90 Characters)

Brevity and impact are key.

Best Practices

Highlight Benefits
- Example: «50% off first order. Free delivery. Click now!» (82 characters).
Clear CTA
- Example: «Sign up & get $10 bonus. Limited time offer!» (85 characters).
Unique Offer
- Example: «Online courses with job placement. 0% installment» (86 characters).
Keywords
- Example: «Laptop repair in 1 day. 2-year warranty» (71 characters).
Avoid Spam

3. General Safety Rules

Transparency
- Display real prices, delivery times, and promo terms.
- Add disclaimers like «Limited stock» if applicable.
Copyrights
- Use original texts and licensed images.

4. Common Mistakes

Clickbait Promises
- Bad: «Click here to get a free iPhone!».
Irrelevant Keywords
- If the headline says «buy sofa» but the landing page sells chairs — the ad gets banned.
Ignoring Mobile Optimization
- 60% of traffic comes from mobile. Check how headlines and descriptions look on smartphones.