One of the best things you can do to really kick butt with AdWords is to understand that managing your PPC campaign is a step by step process which each step designed to accomplish a specific objective, and with all steps linked, leading your prospect from the start (where they search for the key terms you're bidding on) to the end (where they 'convert' either into buyers or leads or subscribers).

Writing ads, then, is just one step of this process. But before we dive into the specifics, I want to discuss something that is at the heart of any successful Google AdWords campaign:

Focused Keyword List:

It is absolutely critical that you break down your main keyword lists into smaller lists that are focused around subtopics. If your ads are not targeted to your keywords they might not click on your ads. Worse, if your site does not offer a particular type of product, all those clicks will be wasted. And that's the single biggest problem with most AdWords campaigns. Start off with a basic list, and then expand it into specific subtopic lists as you refine your campaign.

Ad Writing Basics:

Before you write an ad, you have to remember that in even a low-competition market, your ads are under pressure to perform, or otherwise they will end up costing you money. Because of this you should always write ads with two things in mind:

The ad must persuade the prospect that the page this ad points to will hold the answer to what they are looking for and the landing page must deliver on what the ad promises , otherwise the clicks will be Wasted. In addition, you also have to ensure that only those people whom you are targeting will click on your ad. Or to put it differently, you want to make sure that you get the clicks that are most likely to convert into buyers.

Use focused keywords to help you create a targeted ad

Focus on subtopics rather than ads for the general keyword they convert much better into customers because you are able to direct them to exactly that page that contains the information they are looking for.

Write to persuade this is sales writing in a very small space

Sales writing boils down to a simple principle convincing the reader to take immediate action on what the writer wants them to do. To do this right, you have to first attract their attention (headline), convey the most powerful benefit (first line) and provide a logical justification for taking that action through your most powerful feature (second line).