Highlight what makes you unique:
Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive.
Include prices, promotions, and exclusives:
People often use Google search to make a decision about something. Give them what they need to decide. If you have a limited-time discount or stock an exclusive product, say so.
Empower customers to take action:
Are you selling something? Tell people what they can buy. Are you offering a service? Tell people how to contact you. Calls to action like purchase, call today, order, browse, sign up, or get a quote make clear what the next steps are.
Include at least one of your keywords:
Keywords in your ad text show your ad’s relevance to what people want. For example, if you've included digital cameras as a keyword, your ad headline could be "Buy Digital Cameras."
Match your ad to your landing page:
Have a look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there.