So, to wrap this up.  I began this series with the goal of providing very brief, small tidbits of strong ad text usage in order to pave the way for an effective AdWords campaign.  Many of these tips and tactics are fundamental to basic marketing principles.  And I have only skimmed the surface.  As with anything on Internet marketing, there are endless resources available on the web.  I like http://www.clixmarketing.com/blog/, and David Szetela, who is an expert in the PPC world, especially in the area of ad text.  

The final pieces I would like to discuss are Research and Test.  At Netvanage Marketing, when we first engage with our paid search management clients we use our R & D process, which is focusing on business process to use online marketing to solve business problems. Hopefully you generate your own process when it comes to online marketing.  It is important to do this, because without research and testing, your liable to losing money with your PPC campaigns.  When I say research I am referring to:

• Setting up tangible business goals that are aligned with your keyword campaign. 
• Evaluating your target audience’s mindset when searching and structuring your ads around that persona. 
• Using the various keyword tools out there to select the right keyword variations, and then utilizing that as a guide for your ad writing.
• Evaluating your competiton and their ad text.
• Putting strong analytics into place for the measurement of your campaign success based on the different ads that your employ. (My business partner Adam Henige has some great posts on that subject)

The last bullet leads into the final message with ad text tips and tactics. Test, test, test.  This is obviously not the first time that someone in our industry has said this. However, it bears repeating.  Testing your ads is extremely important.  First, be sure to check the Rotate settings in your Campaign settings of AdWords.  The optimize setting will not give you accurate results in terms of the display pattern of your ads.  Measuring this over time will give you indications of how an ad is performing.  The most obvious metric of comparsion here will be click through rate, or CTR.  Using this will help you determine which ads in an ad group are generating the best click through rate, and this of course helps your Quality Score, which can help lead to a more cost efficient campaign. You can also see this in an aggreate view by using the ad performance feature of AdWords reporting.  

This has been a very brief and basic review of tips and tactics for your writing your AdWords ad text.  I hope there were a few kernels of good search marketing information for your to use.  Happy Holidays!