Actually, there's a lot more going on underneath the surface with effective AdWords ad copy. You don't get a lot of room to work with in any PPC ad format as the ad lengths are pretty standard. You do need to understand and know why things are done a certain way, as well as knowing what to do in the first place. So what we want to do is offer you some AdWords ad copywriting tips so you can begin improving your ads' performance.
The sole intent of your AdWords ads to get one person's attention and tell them something important that is highly relevant to what they want. Nothing about AdWords PPC is general, and it is all highly relevant, narrow, and specific. No matter what you're selling with a PPC ad, you need to only address that one product, or service, in each particular ad.
Remember that the people who will be seeing your ad are not going to click on your ad if they feel that it isn't what they're looking for. You want your customers to get the appropriate message with your ad, which should be your main objective. You don't want to put the cart before the horse, and that means your keywords must be in hand and already grouped into ad groups so you can just move on it. You must use the ad group organization because that is what Google wants you to do. You always want the highest quality score possible which is a ten because that will affect your cost per clicks.
One attractive part about Google AdWords ad copy is how brief they are, but the possible drawback is if you have no experience writing in this format. For one thing, don't waste any ad space by using words that are superfluous. All you have to work with are 60 characters for both headline and title. Your ad has to be distinguished among all the others, and it also has to be compelling enough for people to click through. The nature of Google AdWords, or any PPC platform, is that people won't return if they leave the SERPS page, generally speaking. That is precisely the reason for writing very strong headlines. If you don't convince them in those few words, they'll just skip to the next ad. Never be afraid of the competition with PPC, or marketing, and just get educated about it more. Pick your best benefit and work that into your ad, then test it. If you use, free, in your ad then just be aware that you could attract a lot of non-paying customers. Avoid being cute in your advertising, and always write in a clear manner. After all, you don't want people to hit your landing page and then discover that they're not interested.
If possible, use your primary keywords in the display URL for each ad group. In addition to the URL, be sure your headline uses the keyword or your body copy - or both. This was a pretty good primer for AdWords ads, but you should learn something more comprehensive if you've never done PPC advertising.