1. Use of ASCII characters – include eye catching symbols. Boy, that works great! You can use the percent sign (%), registered trademark (®), plus sign (+) and asterisks (*). ASCII characters make the ads stand out from the competition and draw more eyeballs to it than a block of words/letters.
2. Use of numbers – This is eye catching as well. You’ll see numbers in good AdWords ads a lot. They make your ads stand out by breaking them up in blocks of words or letters. They also make the add more specific. For example, “100% money back guarantee” or “100% custom made.” This lets people know exactly what they’re getting, and if you include a price, it can reduce clicks from those who aren’t a good fit for your business.
3. Great offer – Make a compelling offer… For example: “On sale for just $29 with a 100% money back guarantee”. Sounds awesome.
4. Call to action – Unfortunately, Google Adwords doesn’t allow “call to action”, but you can play around to get it right. For example you can’t say “click here to get xyz”, but you can say “order xyz now”.
5. Capitalize all of the words in the ad.
6. Benefits – it could be anything that gives a person an advantage. The “low price offer”, “free shipping”, “$5 dollars off” works great!
Here is an example of 2 ads: