Look at your ad and ask yourself, "Why would I click on this ad right now?" In your ad you should create a sense of urgency  – limited time or limited supply offers or a promise of instant satisfaction.

The best way to do this is by using power words.  

The keypoint is let your target market know what you want them to do!

You can use specific calls to action like…

    * Sign up for free membership now
    * Save on used sports equipment
    * Get MP3 players cheap save 50%
    * Register now and you save 20%

… instead of general phrases like…

  * Look here    
  * Click here
  * Visit our website
  * Come see
 

… that tell people absolutely NOTHING about your site and if you offer tuseful information whatsoever. Your call to action should always imply what the customer is going to get (e.g., Get your INSTANT download).

Think of  what stage of the buying cycle your target customers are at, and use words that hit.

Are they still looking for information or are they ready to purchase? IT is important that your call to action matches what they want to do at this stage. If your target audience is still in the information-gathering phase use words like  "review," "guide," "find," "search," etc., and thenn guide them to a landing page that matches their search.