You made your list of keywords and set up your Adwords campaign, so now what? If you aren’t seeing much action on your account, you may need to create more powerful advertisements to get those clicks and conversions. There are a few steps you can take to make your ads stand out from the competition and boost them higher in search results.
Catchy Headlines
The first step to building a compelling ad is creating a compelling headline. Headlines are the primary part of an ad the users read, so they need 
to stand out. Do a search for the product or service you are advertising, and see what headlines your competitors are using.
While it’s important to use keywords in your ads, they still need to be creative and grab users’ attention. See how others are using important keywords, but add something different and catchy to make your ad the one that stands out.
*Check out the ads to the right. Half of the advertisements have the same exact headline, and the other half do not differ much. To make your ad stand out, it is always important to see what the competition is doing.
Supporting Ad Text
While your headline draws searchers in, your ad text determines whether or not they will click your advertisement. There are a few things that must be included in your ad text to get clicks:
1.) Special offers: This includes sales, delivery options, or anything that would make a consumer choose your business over your competitors.
2.) Keywords: Just like your headline, your ad text should have important keywords sprinkled into it.
3.) Capital Letters: Capitalizing the first letter of each word makes your ads appear more professional, and it also emphasizes important points. Take a look at examples below, and see which one looks more professional.
In addition, it is essential to capitalize the first letter of each word in your display URL. This makes the URL eye-catching and easier to read, and it shows that the website consumers will land on is relevant to their search.
A Neat and Organized Account
The more organized your account is, and the tighter your ad groups are, the better your results. A common mistake new Adwords users make is constructing campaigns and ad groups that are too general.
Set up your account so that it mirrors the layout of your website. For instance, the navigation menu for a clothing store may list different kinds of products they sell: “shoes,” “tops,” “pants,” etc. In the drop down menu, you may list different variations of each product. Under shoes, you would see “sandals,” “boots,” “tennis shoes,” etc. Use this navigation as a way to map out your Adwords groups and campaigns.
Each topic or product should have its own campaign, and each ad group in this campaign should have a very specific set of keywords. Breaking your account down into specific categories will make your ads more effective by pushing them to the top of search results.