So, we now know about placing bolded words and how that works, it's time to get down to the nitty gritty:

SOON YOU CAN BLOW YOUR COMPETITION RIGHT OUT OF THE WATER WITH THE MIND-NUMBING TECHNIQUES I'M ABOUT TO SHOW YOU!

Ok, a little over the top, I know, but it brings up my next point:

Emotional Wording, Mental Imagery:

Obviously you can't write ad's that long, but notice the words I used: "YOU( I'll get to that in a second)" "Blow Right Out of the Water(Brings to mind a big ship firing massive guns), Mind-Numbing Techniques(they must be so good they hurt)

So what did I do? I immediately built this image of you dominating your competition with powerful techniques that your competition "obviously" doesn't know.(I didn't say it, but it is implied) Then, if I did my job well, you got excited(AND CURIOUS, this is important) about what you are going to learn.

(Note: This applies to ALL ad writing, not just google. With google, we have limited space, so we have to conserve, but the same principles apply.)

So, lets spice up that pathetic ad from the previous tab. Here it is again:

Stop Dog Bark
Ultrasonic Bark Control Devices to
Stop Dog Barking. Same day shipping
www.GoodDeals.com (ugh, *shivers*)

How can we improve? Lets start with the headline: Stop Dog Bark. It's simple, to the point, and EXACTLY what I typed in. But we at WA are good IMer's who get in the heads of our customers by doing good research before we slap together an ad(like this bozo obviously did). So, if a person is typing in "Stop Dog Bark" what do you think they may be thinking? "Nothing I do gets my dog to shut up!" So lets do this:

Get That Dog To Shut Up

or we could ask a question:

Dog Won't Stop Barking? (note: I'm still placing the bolded keywords)

Since asking a question is an effective attention getter, lets go with that. Time for the rest of the ad.

Since we asked the question, lets answer it.

Dog Won't Stop Barking? (Still placing the bolded keywords)
You Can Get the Dog to Stop Barking
By The Snap of A Collar, See Now!
www.GoodDeals.com

Ah, much better. You see, your customer doesn't care if it's an "ultrasonic control device" (what the hell is that anyway?) Instead, I gave them JUST enough info to make them curious, I then included a "CALL TO ACTION" word (see now!) to encourage them to go fulfill their curiosity.

But we aren't finished yet...There is one more thing we can do and this is important.

In your website info "www.GoodDeals.com" you can add some of your keywords. That makes the ad look more relevant AND puts another bolded word into the ad. www.GoodDeals.com/Stop_Dog_Bark

BAM!

Now this ad is finished:

Dog Won't Stop Barking?
You Can Get the Dog to Stop Barking
By The Snap of A Collar, See Now!
www.GoodDeals.com/Stop_Dog_Bark

That's MUCH more attractive, and I can guarantee you this ad will blow away the other one by a land slide. Of course, you have to split test and track, and constantly tweak things, but this is MUCH better.

Next Tab!