Even the pro marketers in this field admit that trying to explain the value proposition of your product over a competitors' in a few lines is a tough task - and the lines that work one month may not the next.

Here's a few tips I've gleaned over the years that also appear to have general consensus among other marketers.

• Fewer words can often have more impact - just because X characters are offered, it doesn't necessarily mean to use them all. I have often wondered how effective an Adwords ad with only a single line under the title would be. I don't think I've ever seen one - something to try, but I'm not even sure it can be done.

• Use powerful adjectives such as 'unique', 'cheapest' or 'incredible'

• Be specific, instead of 'fast delivery', user terms like '24hr delivery'. A 'limited offer' could be 'ends X' date to help create a s
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  Even the pro marketers in this field admit that trying to explain the value proposition of your product over a competitors' in a few lines is a tough task - and the lines that work one month may not the next.

  Here's a few tips I've gleaned over the years that also appear to have general consensus among other marketers.

  • Fewer words can often have more impact - just because X characters are offered, it doesn't necessarily mean to use them all. I have often wondered how effective an Adwords ad with only a single line under the title would be. I don't think I've ever seen one - something to try, but I'm not even sure it can be done.

  • Use powerful adjectives such as 'unique', 'cheapest' or 'incredible'

  • Be specific, instead of 'fast delivery', user terms like '24hr delivery'. A 'limited offer' could be 'ends X' date to help create a
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    's a few tips I've gleaned over the years that also appear to have general consensus among other marketers.
    • Fewer words can often have more impact - just because X characters are offered, it doesn't necessarily mean to use them all. I have often wondered how effective an Adwords ad with only a single line under the title would be. I don't think I've ever seen one - something to try, but I'm not even sure it can be done.

    • Use powerful adjectives such as 'unique', 'cheapest' or 'incredible'

    • Be specific, instead of 'fast delivery', user terms like '24hr delivery'. A 'limited offer' could be 'ends X' date to help create a
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      y mean to use them all. I have often wondered how effective an Adwords ad with only a single line under the title would be. I don't think I've ever seen one - something to try, but I'm not even sure it can be done.

    • Use powerful adjectives such as 'unique', 'cheapest' or 'incredible'

    • Be specific, instead of 'fast delivery', user terms like '24hr delivery'. A 'limited offer' could be 'ends X' date to help create a
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    • Use powerful adjectives such as 'unique', 'cheapest' or 'incredible'

    • Be specific, instead of 'fast delivery', user terms like '24hr delivery'. A 'limited offer' could be 'ends X' date to help create a sense of urgency.

    • Mention the price if possible; it helps to ensure that you have more pre-qualified clicks and is especially enticing if your pricing is good.

    • A few colleagues believe that the Capitalization of Most Words is a good strategy. Personally, I'm not convinced on that one. I think it's distracting rather than enticing when applied to multiple words; and I believe that some ad networks don't allow it.

    • Check out the wording all your competition is using in PPC ads, if they are all doing the same thing, try to be different.

    • Stock a famous brand? Mention it.

    • Eye tracking studies have shown that the title line in a PPC ad is the element most read, so use the exact search phrase you're targeting as the title phrase; except if everyone is doing the same. This is so that the searcher can make a direct c