Shergar & Lord Lucan Found On Page Two of Google Search Results … Don't put your AdWords Ads beside them.

Writing AdWords ads is a bit of an art form – after all you only get 25 characters for the headline, two lines of 35 characters for the body text, and a further 35 characters for the Display URL (your website address which appears in the ad).
If you’ve been following these articles, then you’ll already be aware that Relevancy (the “R” word) and Quality Score are important. Reason being you can write the best ad ever crafted but if it’s not visible on the first page of the search results page then it ain’t gonna be seen by many people. It’s a bit like opening a shop, which in itself has everything everybody needs, but is situated in a place where nobody goes.
If there’s anyone still looking for Lord Lucan and Shergar they should take a look on page 2 of the search results page – because no one looks there! Sometimes though, your Quality Score could be good along with your Relevancy, but you’re still not appearing on page 1 – if that’s the case you simply may not be bidding enough. By taking a look at your keyword status column in your AdWords account, Google will tell you if you’re not bidding enough to get on the first page and helpfully suggest an estimate – but, word of warning: DO NOT INCREASE YOUR BID PRICES TO GET A BETTER POSITION IF YOU HAVE NOT ALREADY FINE TUNED YOUR RELEVANCY AND QUALITY SCORES. 
But what if you do manage to get yourself above the fold and on page 1 of the search results? Well that’s the first hurdle overcome – getting people to see your ad. The next challenge is to to get the person who has typed in the Google search query box exactly the product or service you sell – an ideal customer in fact – to click on your ad instead of your competitors’.
Now your shop is situated in a very busy street with lots of passing traffic – so how do we get prospective customers inside? In AdWords this is down to how you craft your ad. So we start with the headline. This needs to be relevant (to the original search query) and eye catching – just like what the big stores do to entice you inside. So first hack – always have your keyword (the one that matches the searcher’s query) in the headline.
By the way, Google conveniently has a function called Dynamic Keyword Insertion (DKI) – which appears, on the face of it, to offer the ad writers’ dream – whatever anyone searches for, your ad will always have that phrase in the headline. My advice – don’t use it – it can lead to a lot of dumb ads and the chances are your competitors (who are usually dumb) are using it and that’s why some ads just look plain stupid.
Ok – got that – don’t use DKI!! Do the hard work to make the selling easy by crafting proper ads. 
So back to our headline – it’s often good to ask a question in a headline, but if someone searches for “cure for baldness” don’t have as your headline “Want a Cure for Baldness? – of course they
want a cure for baldness – they’ve just typed that in the first place didn’t they? So why waste your headline stating the incredibly bleedin’ obvious as John Cleese would say. Instead, think more about solving the problem posed by the searcher rather than restate it. Stand out, be different. Solve the problem and possibly with a hint of humour. It’s also good to add numbers – people like numbers particularly those that make a claim. It’s even better if you can include a price in your headline. This can be used to attract as well as repel – in our example those guys not willing to spend £1 on curing baldness will (hopefully) not click on our ad.
baldness The important thing to remember is that the ad should not be about “you” the advertiser but about the searcher.
Remember, you only have 25 characters in which to craft a compelling headline, so why then do so many advertisers only use 15 or 20? This is worth spending an hour on – crafting a compelling headline that is exactly 25 characters –now it still needs to make sense – so get familiar with adjectives. You see, by using the full 25 characters you absolutely have the widest ad on the page. But don’t try to be smart here, Google can instantly recognise a mis-spell that you’ve used to try and get within the character limit.
By using a little secret trick, you can have your headline twice as big as your competitors.
Of course it goes without saying that you shouldn’t make any unsubstantiated claims – so if your miracle hair product isn’t instant, then you can’t say it in an ad. Google will slap you if you do.
Let me finish by apologising to my folically challenged friends – just because my hair gets caught in the guitar strings – the examples are purely for illustration purposes only!
david-browne