Every account we inherit has the same problem in a different costume: the listing is written for the brand, not for the search box. Here is the sequence we work through, and why the order matters.
1. Fix the category and attributes first
A listing in the wrong browse node cannot rank for its own category, no matter how good the copy is. Before touching a single word we verify the browse node, complete every required and recommended attribute, and make sure variation families are structured correctly.
2. Harvest keywords from your own search-term report
Tools are useful, but your ad account already knows which terms convert. Pull 90 days of search-term data, filter for converting terms, and build the keyword set from there before adding tool-sourced volume terms.
3. Write the title for the first 80 characters
Mobile truncates. Brand, primary keyword, key attribute and size or quantity should all appear before the cut. Everything after that is for the algorithm, not the shopper.
4. Bullets answer objections, in order
Lead each bullet with a capitalised benefit phrase, then a sentence of proof. The fourth and fifth bullets should pre-empt the two objections that show up most in your negative reviews.
5. Backend search terms are not a dumping ground
No repetition of words already in the title, no competitor brands, no punctuation. Use the space for synonyms, regional terms and common misspellings.
6. Images do the actual selling
Main image on pure white with 85% frame fill, then an infographic, a scale reference, a lifestyle shot, a detail macro and finally a comparison or bundle image. If you only fix one thing on a listing, fix image two.
7. A+ Content, then measure
Add A+ modules last, then wait a full 14 days before judging the result. Changing five things at once teaches you nothing about which one worked.