Google makes getting started with AdWords so easy that it’s tempting to get distracted and overlook the critical task of writing the short ads that you must have.It’s a familiar rut: you get lax about writing short ads and before long you notice your (click through rates) CTR’s aren’t so good.

So what can you do to get better CTR’s?
Most importantly, you need to discipline yourself to sit down and write new ads every week.

For each ad group write a new ad every single week. Since it’s best to only change one variable at a time, you’ll want to keep the ad mostly the same but change the title.
The new title should include your most popular keyword for that ad group. Later, you’ll test the second most popular keyword and so on. (I’ll tell you more about keywords and ad testing later).

Writing ads is a huge subject. Thousands of books have been written about writing the most effective ads, since these are the key to bringing you lots of MONEY!
The highest-paying piece of writing of all time was an ad letter written for the Wall Street Journal. It was 183 words long and brought in over a billion dollars in revenue. So, if you do the math, each word of that ad letter brought in $1.25 million.
Of course, I can’t guarantee your ads will do quite that well, but I can give you some tips on how to make a nice profit.

The biggest mistake people make is to start off by talking about features, and then at the very last mention the benefits. Features are great, but the whole time that customer reads your ad he or she is thinking: “What’s in this for me?” Don’t ever forget that.

Here’s an example of an ad written the way most people would write it, with features first and benefits last:
Wood bookcases in cherry, mahogany and oak. Three shelves, each holds 20 average-sized books. Good-looking furniture with nice hand-carved detail.

Now let’s lead with benefits and spin it so the customer can’t resist it:
Add an elegant look to your living room and store 60 books in these hand-tooled, beautiful bookcases. Choose cherry, mahogany or oak. Three shelves.
Notice the difference?