Ad writing is tricky. The ad content must be as suitable to grab the attention of user. If your ad content is not attractive then it would fail to serve. Attractive ads could transfer more traffic to your site and results as good sales. To write an ad you must divide it into different sections and consider them or design them separately. Each section has it own particular importance.

Headline

Your headline's main purpose is to attract attention of your target market. By wording it correctly you can avoid "curiosity" clicks, but the best part is that when you start targeting specific keyword sets. You can use the headline to target your specific market and thus gain a considerable edge over competitors who are not using targeted keyword lists. Whenever possible, use your main search terms for that ad group in the headline the reason for this is that whenever terms in your ad match the searched keywords, they are put in bold by Google. This way your ad automatically attracts more attention. This works better with low-competition terms than for main keywords.

First Line

This is not a "hard and fast" rule, but it has been proven to work effectively. There are two kinds of reasons you can provide a prospect into clicking onto your ad benefits and features. The first is an emotional, psychological argument, where as the second one is factual and logical. And when it comes to salesmanship, emotional arguments work much better than factual arguments. But you cannot survive without having both. That's why you have to find a way to fit them both into the 2 lines you have (70 characters in total).

Second Line

Put your most important feature in the second line. You can try like; it is a free report available for immediate download. In this case, anyone reading that ad knows that the report is short to read (24 pages) and that they can start reading it within minutes. That's what this ad is selling. Your feature will be a specific offering that matches your previously stated benefit most closely.

Display URL

This shows the site's URL. It's simple enough to put your main site URL in this line, but by being creative, you can use this space to give 'extra space' to the stated benefit or feature.

Destination URL

The second line is the actual URL where the prospect will be redirected to. Don't send your traffic to the main page for each type of ad. You're targeting a different section of the market. Make sure you send them to specially targeted pages. If you are sending traffic directly to an affiliate's site, the destination URL would your affiliate page, whereas the display URL could be the main address of that site.