The first thing your ad needs to do is get attention because people tend to scan all the ads. What normally happens is people will skim and scan all the ads very quickly. You really should be smart and include targeted keywords in your ad campaigns or else your CPC will be higher than what they need to be. The correct keywords must be used in all appropriate places including your site title. It is possible to have the PPC software put your keywords in the copy by using the advanced keyword insertion feature.
Be Timely: If you're running a campaign focused on current trends or holidays, make sure your ad copy clearly reflects what's available now. It's not a good idea to run out of inventory while your campaign is still running. Any time there are any changes, make sure to update your ad copy. When advertisers don't focus on this one factor, they end up losing lots of money. To keep your campaign timely, pause your campaign and make any necessary changes. You won't need to worry about this as much, however, if you're selling a product that has an unlimited supply such as an eBook. For example, let's say you are promoting an ebook about business coaching certification, then this would apply.
Think about relevant questions your audience would ask, and then ask that same question in your ads. If you're providing some kind of a solution to their problem then you've got the answer they are looking for. Just make a list of possible questions, and then do split testing to see which ones convert the best. Take a look at who else is using questions, if everybody is your results will not as good.
Every ad copy that you write for your PPC campaign plays a role in helping you understand your product better, know your audience well and give you the knowledge needed to write better ads, because after all no one's a better teacher than experience itself. Go ahead and start applying these suggestions to your following make real money online PPC campaign.
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