AdWords Help

Part of your ad text will appear in bold whenever it matches or nearly matches a user's search query. Here are a few examples to demonstrate how this feature works:

Search query exactly matches your ad text

• search query: rental car
  your ad Title: Rental Car Bargains
  how your ad appears: Rental Car Bargains

  The search query is identical to a phrase in your ad, so that phrase appears in bold.

Search query nearly matches your ad text

• search query: rental cars
  your ad Title: Rental Car Bargains
  how your ad appears: Rental Car Bargains

  Most plural and singular variations of a search query will appear in bold.

• search query: used fridge
  your display URL: www.website.com/usedrefrigerator
  how your ad appears: www.website.com/usedrefrigerator

  Some common abbreviations and misspellings of a search query will appear in bold. This is also true for extremely relevant synonyms.

Search query doesn't match your ad text

• search query: chess
  first line of your ad: Buy Checkers Games
  how your ad appears: Buy Checkers Games

  'Checkers' and 'chess' aren't similar enough for your ad text to appear in bold.

• search query: buy chess games
  first line of your ad: Buy Checkers Games
  how your ad appears: Buy Checkers Games

  Even though 'checkers' and 'chess' aren't sufficiently similar, 'buy' and 'games' match terms in the search query and will appear in bold.

A few things to note:

• Taking advantage of the ad bolding feature is the only way for your ad text to appear in bold. You can't manually create bold, italicized, underlined, or any other kind of formatted ad text.
• All parts of your ad have the potential to appear in bold, including the title, body, and display URL.
• The ad bolding feature applies to Google search result pages and some sites and products in the Google Network.

For more ideas on how to create an effective ad, see these ad tips.