Test multiple ads in each ad group. Experiment with different headlines, descriptions, display URLs, offers and call-to-action phrases to see what’s most effective for your advertising goals. Google automatically rotates ads within an ad group and shows the better-performing ad (based on CTR) more often. Make sure the ad that Google is showing more frequently is also producing positive return. To determine “significant” differences between test variables / ads use this margin of error formula.
Include keywords in your ad text (for keyword-targeted ads). Include your keywords in your ad text (especially the title) to show users that your ad relates to their search. If your ad shows when a user searches on a keyword in your ad group, the keyword will appear in bold in your ad text. Also, users tend to search for products and services, so avoid using your company name in the ad title unless your goal is brand/company name recognition.
Create simple, unique & enticing ads. What makes your product or service stand out from your competitors? Highlight these key differentiating points in your ad. Be sure to describe any unique features or promotions you offer and make your ad stands out from the crowd.
Use a strong call-to-action. Your ad should convey a call-to-action along with the benefits of your product or service. A call-to-action encourages users to click on your ad and ensures they understand exactly what you expect them to do when they reach your landing page. Some call-to-action phrases are Buy, Sell, Order, Browse, Sign up, and Get a Quote.
Use DKI – Dynamic Keyword Insertion. Keyword insertion is an advanced feature that can help make your ad more relevant to a diverse audience. To use keyword insertion, you place a short piece of code into your ad text. Each time the ad shows, AdWords will automatically replace the code with the keyword that triggered the ad. Make sure you test a DKI ad with your usual list of static headline ads.