The most important aspect of your pay per click ad copy is the headline. The headline can make or break an entire campaign. Many people read the Ad headline and make a decision right then and there about whether to click or not. Most don't even read the description lines and display URL. So unless your headline captures the customer's attention, you're losing business. Keep the following tips in mind...

1. Dynamic keyword insertion

Use dynamic keyword insertion so the headline delivers exactly what the user is searching for. Use the following format:

{KeyWord:Default Text}

Keyword = whatever the customer has typed in.

Default Text = a generic backup text in case the keyword typed in exceeds the 25 character limit.

Ensure you use the exact format as above, with no spaces between the braces and text, or colon and text. The following example will not work:

{ KeyWord: Default Text}

2. Comparisons

It's kind of cocky but people do tend to be interested in getting a better deal. You can say “Cheaper Than Wal Mart” or “Better Than an iPod”. Especially if you are comparing to a large company.

3. Divulge “secret” or cutting-edge information

Make out that you have the edge, something the searcher is looking for. Claim something that only you know, such as “Secrets of Google Adwords” or “Wealth Strategies Exposed”. The “Exposed” keyword is especially powerful (What's the title of this article?).

4. Be a story teller

It sparks empathy and users will relate to you much more successfully. For example: “I Lost 8 Pounds in a Week” or, “I Cured My Anxiety Forever”

5. Give instructions

Similar to being a story teller, but this time paint the picture where the user can go about fulfilling what they are searching for. “5 Steps to Get a Hot Date”, or “How to Get a 6 Pack”

6. Arouse curiosity with questions

“Want to Quit Your Job?”, “Who Wants Toned Abs?”, “Want to Make $500 Per Hour?”

7. Capitalize

You should capitalize the first letter (and first letter only) in all words in the headline and in the Ad copy except for words such as “in”, “and”, “on” , “or” etc. This makes your add easier to read at a glance and will dramatically increase your Click through rate.

8. Stay away from “Buy”

Don't use “Buy” in your Ad headline. You will come across as pushy. Words like “Discount”, “Sale”, “Special Offer” and “Coupon” are recommended.

9. Use trademark and copyright symbols. ™ ® ©

Google actually doesn't mind you using these, and they are great for getting attention. To get technical, the ® symbol is for trademarks registered with the US Trademark and Patent office, while the ™ symbol is for trademarks not yet registered. One example:
“Special offer on Nokia® “

Be careful though, there are some Brands that you cannot use in your Ad headline or copy. If in doubt, consult the print ad guidelines for whichever search engine or ad directory you are advertising in.

10. Be creative and unpredictable.

One of the best examples of this was and ad I saw for a teeth whitening product. Instead of "Get Whiter Teeth" or "Whiten your teeth" it said:

"Murder Yellow Teeth"

It works because it stands out from all the other ads, which in most cases are highly generic.