How to write search advertising promotion creatives?

Include prices and promotions as much as possible: for example, "15% off mid-year, 3 surprises for franchise registration" (When he sees that your introduction is exactly what he needs, he will naturally get to know you. Be careful to meet the requirements and don't exaggerate.)

For example: Your business lines are: moving and locksmithing. Then your visit landing page should correspond the moving business to the moving website. If there is no corresponding lock opening for moving, then when netizens search for the keyword "moving", the URL they enter is lock opening. If what netizens see when they click on it does not match what they want, it will naturally pop up. This will definitely affect your conversion rate. You should know that the quality of the landing page is also very important for your conversion.

The client used a wildcard, and the idea was: {Hotpot Franchise} exclusive recipe, a must-have brand for venture capital investment in 2019.

If the search term used by netizens is milk tea franchise, then the keyword milk tea franchise in unit A will be triggered, and the creative idea will be replaced with: {milk tea franchise} exclusive formula, a must-have brand for venture capital investment in 2019.

(Click to enlarge)

There is another misunderstanding:

You may think that adding more wildcards would make the creativity more eye-catching. Then such an idea emerged: {Hotpot franchise}{Hotpot franchise}{Hotpot franchise}2019 must-have brand for venture capital investment. In this way, the creativity will become unsuitable for promotion, and it will not be displayed in the search foreground, and netizens will not be able to see it.

For example, the picture below is so embarrassing~

(Click to enlarge)

Well, the omnipotent customer said that they cannot be used side by side, so just add a punctuation mark in the middle to separate them. But put yourself in their shoes and think about it. If you were a netizen, would you feel good when you saw a string of red fonts? So wildcards also apply.