Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 13)

Original - 1.6% CTR
Users respond to effective creative
Optimized - 3.4% CTR
Describe your offering accurately.
Set the right expectations in your offer.
No gimmicks. Avoid overbearing, overused
tactics that devalue your message.
Relevant keywords up front. Ensures
Google users see that your ad is relevant
to them.
Short, concise wording. Avoid space-fi llers
like “welcome” or “online,” which are
discouraged in the ad description and
not allowed in the headline.
Clear, specifi c call to action. Give
your users something to do (“Buy,”
“Download,” “Enter”).
Emphasize unique benefi ts. What sets you
apart? Refer to benefi ts and top ratings.
Triple-check grammar and spelling.
Multiple creative. Target distinct messages
to a group of related keywords. Create as
many ads as you like for each ad group,
so you can test and track easily. When
someone searches on your keywords,
multiple AdWords ads rotate evenly.
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