Online advertising has to grab the eyeballs fast — either by including something irresistible (puppy photo) or unexpected or using great headlines (think ‘clickbait’).
And what makes Google AdWord even more difficult is that you are so limited in the number of characters allowed in the copy.
Above are two different AdWords placements that we pasted together for comparison. We love how both these ads 1) lead off with their most important keyphrase and then follow with hard-hitting copy. And the fact that their ad changes every time I refresh my screen reveals that they are testing a number of different headlines and supporting copy in order to find the mix that works best.