A new edition of the MSN AdCenter Insider newsletter came out last week and had an interesting article about how to write PPC ad text that will be sure to get the high CTRs we are all shooting for. Here is a breakdown:

• Benefits sell better than features – Be sure to include customer benefits rather than product/service features
• Speak Directly to your audience – Use “you” or “your” within our ad text
• Call to action – Make it very clear exactly what you want your audience to do
• Flaunt it, if you’ve got it – List your competitive advantages whenever possible
• Create a sense of urgency – Do what it takes to get the customer to buy now
• Free is good – If you have a free white paper, download, etc. be sure to include that in the text
• Headline is the most important – Include keywords within the headline using Dynamic Keyword Insertion (DKI)