If you ever find yourself with a mental block while writing ads, here's a quick tip you can use.
Through Google's extensive ad testing, they have found that people tend to look at text ad elements in the following order of importance:
- The headline
- The display URL
- Line 1
- Line 2
This may be why Google is testing their new display URL above Line 1 and Line 2 of the ad text.
Anyways, here is my quick tip for writing ads.
Headline – Pay Attention... Its purpose is to say "HEY, look at me!" You can do this with eye-catching symbols, by writing ads relevant to your keywords, and by doing what others are not.
Line 1 – What... Line 1 should be what you are offering. Use simple, straight-forward language. Let the searcher know what you do.
Line 2 – Why? Why should I click? Tell the searcher why they should click your ad and what's in it for them. This is why promotions and special offers work so well. You can work them into a compelling call-to-action (reason to click).
Display URL – Credibility. Reputation. Trust. Believe it or not, the display URL communicates this to the searcher. There's not much you can do about the root domain because that has to stay the same as your destination URL. But, you should think of the display URL as an extra way to create relevancy.