The headline only contents a few words — Google gives you the least space with 25 characters; Yahoo and Bing are only a little more generous — so it is very important to think of each word you use -  every word count!

 When you start thinking of your headline – the keyword or problem statement is a good place to start. Suppose your website sells an eBook about dog training — your ad's headline could be: "How to Train a dog."

That's fine — and it certainly relates to a defined problem statement — but it could be improved. Consider these four techniques to use with your keywords to give your headline an extra boost:

   1. Highlight your biggest benefit. If your eBook teaches readers how to train their dog in seven days, this is a great benefit that you could highlight. So your headline could become: "Train a dog in 7 Days" or "Easy Dog Training."

   2. Paint a picture of the problem. For example, "Stop Dog Barking".

   3. Target a specific market. Your PPC ad should do this anyway, but your headline is a great place to identify exactly which market segment you are targeting. This will ensure that only the people you want to click on your ad (i.e., your potential customers) do so. .

   4. Add attention-grabbing words. Words like "Free," "Now," "Instant," "Bonus," "Order Now," "Get Yours," "Call Now," and "Limited Offer" can help make your headline stand out.

A good exercise is to write out several sentences that sum up your main benefit or the main problem that needs to be solved. Then eliminate words in each one until you've boiled your statements down to the absolute minimum.

Don't forget, your ad's a teaser. Its only purpose is to get the right people to click through to your website, where you can go into detail.

Step 4: Keep your ads to the point

Let's face it — Google AdWords' limit of 70 characters (including spaces) for your ad's text doesn't give you a lot of room to work with!

In order to take maximum advantage of the limited number of characters you must focus on including only the most essential benefits of your product or service.

Start by writing all the main benefits and selling points of your product or service. Then start pruning all the "fluff" until you're left with a benefit-rich description that's brief and to the point.

For example, instead of writing a heavy piece of text like this…

  An award-winning photographer restores old photographs without harming  the original print. Your memories will be brought back to life. We use advanced digital restoration techniques to restore fading images, heighten tone contrast, add color to photos, erase smudges, creases and tears, and add stylized backgrounds. All this we offer you at a competitive low prices!!!

What is the essence ? Think about the main appeal of such a service and you write a brief ad like this…

    Get your memories back to life!
    Old photos are restored. Low prices.

The first line explains WHAT the service is. The second line answers the important question of WHY people might want it.
    
Use your space wisely and try to write a clear, enticing ad that states a benefit.