The most important thing to remember here is that this is the door by which visitors enter your site. You must entice them to open it. This is their first contact with you.
You haven't got much space so you have to make every word count.
Title max 25 characters,
2nd & 3rd line max 35,
display url 35,
destination url 1024
Try to avoid casual clicks, mention buy if appropriate. Stay clear of the number 1 spot this is inclined to attract casual clicks. Numbers 2,3,4,5 are the prime spots. Visitors clicking in this region have at least considered your ad before doing so.
Your ad should present the theme of your landing page. They should match as exactly as possible.
Use a call to action where possible -
Digital Camera
Save Now on a digital camera
Limited time offer
I cured my arthritis
Find out how
Buy my e-book Now
You can't use click here.
Always keep in mind an old advertising rule - List benefits NOT features -
With so few words copywriting rules are very restricted for your ad but very important for your landing page.
This is where clarity, accuracy, targeting, and testing will pay off. You are not trying to persuade here, there isn't space. Instead you are attempting to pre-qualify users with your ad by grabbing their interest and setting them up for what is to come next on your landing page.
You should also consider using a reassuring message that might cover their main objection - something like "free shipping", new low price etc. or if you offer a product for sale when comparable products are free the mention of a price or the word 'buy' will filter out the people looking for a freebie and save you that click - continued below ...
