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Step 1
Use dynamic keyword insertion in your PPC ads. This is the best way of guaranteeing the keywords you are bidding on will appear in your text. Make sure the keywords appear in both the title and description. It's imperative that the keywords show up in your ads. Ads that have keywords in the title and description are 50% more likely to be clicked on.
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Step 2
Only include the price of the product in your PPC ads if you can beat the competition. This means doing your homework and constantly checking to see what the competition is advertising. If you can't beat them, don't include the price.
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Step 3
Avoid using the word "free" in your PPC ads. This may seem counterproductive, but research has shown that using the word "free" in your PPC ads attracts people who are looking not buying. Also, adding the word "free" may actually hurt your CTR--a study done by Engine Ready showed that given the choice between a bad ad that included the word "free" and a good ad that properly described the product, people consistently clicked on the good ad--without the word "free."
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Step 4
Always write a call to action in your PPC ads. A call to action means telling someone to do something. These include "Buy now," "Download demo," "Try it today," and others. One of the biggest mistakes advertisers make is not including a call to action. Check out the Google's AdWords Learning Center on writing targeted ads for more information.
