Use Magic Words
Keywords aren't the only words that are important. Your ad needs to include those "magic words" that appeal to the customer's emotions.
It's all about fulfilling the reader's emotional needs. People want to be excited or comforted or entertained; your copy needs to do just that, by using those power words that invoke emotion and enthusiasm in potential buyers.
Which words are magic? Whether used in your ad's title or descriptive copy, the following words and phrases do a good job of evoking an emotional response:
- Special [offer]
- Limited time [savings or offer]
And, while magic words are important, you have to fit them into AdWords' character limitations. That's 25 characters for the title and 35 characters each for two lines of descriptive copy. That's not a lot of space to work with, so you can't waste any words.
With only 95 characters to work with, including spaces and punctuation, you don't have room for excessive verbiage; you may not even have room for proper grammar and complete sentences. Your writing has to be short and to the point.
That means that you don't have space for puff words, such as "lowest" or "best." These words have no exact meaning, can't be measured, and aren't necessarily believed by most readers.
You also don't have space for punctuation, including exclamation marks, periods, and asterisks. In fact, you may need to use space-saving characters, such as the ampersand (&) for the word "and." You can also use widely understood abbreviations and acronyms, where appropriate.
The whole point is to put forth a compelling message in a minimum amount of space. It's the toughest kind of copywriting out there.