Writing great Internet Ads from Google

Step 5: Write great ads

When writing your ads, start by taking a moment to consider what you want to say about your business. Then use the six guidelines in this article to create an ad that's accurate, to the point, and engaging – and hopefully brings you lots of clicks!

Highlight what makes your business, product, or offer unique
Do you offer free delivery? A large selection? Tell people! Highlight features or areas that make your business stand out from the competition.
Include prices, promotions and special offers
If you have something special to offer, make sure that your customers see it. This is likely to appeal to potential customers and could increase the likelihood of those users visiting your website.
Tell your customers what they can do
Are you selling? Tell them that they can buy. Strong verbs like "Purchase," "Call today," "Order," "Browse," "Sign up" or "Get a quote" tell your customers what they can expect to do when they arrive at your website.
Include at least one of your keywords in your ad text
This can catch the attention of the people who searched for the keywords, and show that your ad is related to what they want. Additionally, the keyword that you use will appear in bold in your ad, just like it does in the search results, making it more obvious how relevant your ad is.
Match your ad to your landing page
Your homepage might not always be the most relevant page for all visitors. Take a look at the page on your website that you're linking to, which is called the landing page. Make sure that you link your ad to the page that is most relevant to what you are advertising. If visitors don't find what they expect to see when they reach your site, they might leave.
Experiment
Create three to four ads per ad group, trying out different messages to see which performs the best with your customers. AdWords can automatically show the better-performing ads within an ad group more often. This removes the guesswork and lets you build on what you've learned from your experiments.