Once you have done some amount of background work before conceptualizing and showcasing your ad to the target audience, the task becomes that much easier. As you may well be aware, its position on the relevant page is decided on basis of its Ad Rank. The one enjoying the highest Ad Rank will be placed in the top position. Those with lower Ad Ranks will obviously move down the page.

1. Create enticing ad text

• Make it a point to write clear, simple, specific and user-friendly text for your ad. Describe certain unique features or promotions that you are offering.
• The copy should clearly highlight what sets your products or services apart from those of the competitors.
• Remember, what draws the readers’ attention to an ad is the USP of your offering that differentiates it from the competition.
• Primarily emphasize in your ad these major differentiating points.

2. Include key points in the copy

• Incorporate both prices and promotions in the ad copy. Mention other key points that are of interest to both generic readers and people keen to do business with you.
• The more detailed and updated information that users can get about your product or services from your ad, the more encouraged they will feel to interact.
• If users think the price of an offering to be attractive compared to the multiple features that it offers, they will invariably click the ad.  You may safely assume that they are your potential customers, willing to purchase it at that price.
• Those not enthused by the price, won’t probably go ahead and click your ad. This way, you end up saving yourself the cost of an otherwise wasted click.

3. Employ a strong call to action proposition

• Your ad should ideally convey a strong call-to-action alongside the beneficial features of your products or services.
• A sustainable call-to-action will encourage interested users to click on your copy. It ensures that they understand exactly beforehand as what you wish or expect them to do after reaching your landing page.
• Certain call to action phrases are Purchase, Buy, Call today, Browse, Order, Get a quote, and Sign up; while ‘search’ and ‘find’ may well be accurate verbs, they may not prompt the user to perform the action you would prefer them to take.

Last but not the least, it is important to test a multiple set of ads in each of the ad groups.  Try and experiment with a host of offers and different call-to-action phrases to check what’s probably most effective in terms of your advertising goals. The system rotates ads by default within an ad group so as to display the better-performing ad more frequently.