As we have just witnessed CTR is very important.

Writing good and quality Ad copies can save your life let alone your money.

When creating descriptive Ad copies its imperative that you manage to inject your keywords in to your title and description while maintaining a delicate balance between clarity and relevance. Your ad copy should be tailored in such a way that as visitors read it, they understand exactly what they can expect when they click on your ad.

Another thing. Don't direct your visitors solely to your home page alone

Few site owners take the time to decide which destination URL should be applied to each ad. Instead, they point all ads in a campaign to the site's homepage, then wonder why they're not getting decent conversions.

If you've spent time compiling a list of relevant keywords that describe the unique aspects of your offering, why on earth would you send everyone to your homepage in the hopes that they'll navigate through the site to find what they're looking for?

Why not send them straight to the page that contains exactly what was described to them in the ad copy? Referring back to our example, if, as the automotive dealership owner, you'd created an ad that contained the keyword "T-Z783 Extended Cab," which URL would you send prospects to? Instead of sending them to www.auto-motive-dealership.com, you'd send them straight to www.auto-motive-dealership.com/T-Z783_Extended_Cab.html, of course!

Good copy can raise your CTR. High CTR is a great advantage when you bid by Google's rules. It's simple math:

Rank = CPC * CTR.

Basically

1. Include keywords in your ad copy
   
2. Include phrases that relate to your keywords.
3. Be as specific as you can (i.e. specify the city you serve);
4. Stand apart through benefits, not through tricks and gimmicks.
5. Think your URL as part of the ad.
6. Use common words.