There is such a thing as a good ad and a "not so good" ad.

Look in your local newspaper, on TV, online...anywhere there is advertising, there are people writing ads. It is important that you understand how to write quality ad copy because the better your ad is, the higher the CTR (click-through ratio), the more clicks. The more clicks, the cheaper your ad cost becomes as search engines reward you for high CTR.

A well written ad will get your more clicks. If your campaign is profitable, the more clicks you can get, the more sales you will get!

So what defines GOOD ad copy, and what makes ad copy bad?

An ad should be intriguing, relevant, and offer an action step for person to perform. These typically are the result of call-to-action phrases. These work and have been tested across many different marketing mediums with great success.

An example of a call to action phrase is a trigger for the person to perform another action. It encourages it through language like:

• click here
  
• learn more
• compare
• join now
• sign-up
• download now
• find out
• get more information
  
  

Personally I don't think these are the best ads as they are not relevant enough. Think of it. If you came in with your ad targeted"poodle puppy training", you would stand out from the rest of the crowd.

That is why the "common keyword technique" is so important, because if your keywords within an ad group are tightly grouped you can have an ad that is HIGHLY relevant, that is, including the exact keywords. Your ad would stand out. You would achieve the highest CTR of all of these ads and Google would reward you for your quality.

There is not ONE way to write an ad as it will depend on your niche and your audience. There is no ONE word that will convert higher than another. There is no ONE call-to-action link that will work the best. Ad performance will differ from industry to industry, so the best thing you can do is try different things and test, test, test!