One important component in good ad copy is having a call to action. When a searcher sees your ad, you would want to direct them to your call to action (what you would want them to do on your site once they click). If a completed lead form or an e-commerce transaction is your goal, this should be stated in your ad copy.
 
Here is an example of ad copy for a lead generation call to action:

Fulfillment Services
Full-Service Internet Fulfillment.
“Complete Our Form Online Now”

Free Webinar
Search Engine Optimization
“Register Online Today”

Here is an example of ad copy for an ecommerce call to action:

Trendy Clothing
Great Holiday Gifts for You’re Teen.
“Buy Online Now”
These have clear examples of what you want the user to do once they’ve reached your website.

Of course along with a strong call to action you want to direct traffic to a relevant landing page. The ad copy should direct the user to the landing page that has a clear call to action i.e. a lead form page. This could potentially increase your quality score in Google and eliminate irrelevant traffic as well. Remember it takes more than a call to action to have strong ad messaging. The ad copy should also describe how the keyword is associated with the product/service.

So you’ve launched your Google campaign and you see that you are getting tons of impressions for your keywords, but no clicks. When you take a look at your keywords you see that Google recommends a higher first page bid estimate than what you are currently bidding. This estimate is higher than your bids for other keywords, but a particular term is very targeted and important to your campaign. It’s time to make a decision. What do you do? Increase your bid.

On the Keyword Analysis tab within the Google Adword’s interface there is a metric labeled “Estimated bid to show on the first page”. This metric is also called the first page bid estimate and it approximates the cost-per-click (CPC) bid needed for your ad to reach the first page of Google’s search results. The estimate is based on your Google Quality Score and current advertiser competition for that particular keyword.

Meeting your first page bid is not a guarantee of placement. Ad placement will still be dependent on Quality Score, your cost-per-click (CPC) bid, your budget, account settings, and user and advertiser behavior.

A common misconception about increasing cost-per-click (CPC) bids is that it would instantaneously eat away at your budget. Although this may seem apparent, it’s not always true. Depending on your keyword’s potential to result into a conversion; the return on investment should be evaluated, therefore increasing the cost-per-click bid if needed accordingly.

Lastly, while increasing your cost-per-click bids, remember that Google sets daily spending budgets for each campaign. As long as you set a realistic budget, the increase in cost-per-click cost should not eat away at your ad budget.

Google has created yet another tool to assist advertisers with optimization of their Google Adwords campaigns. Recently, Google rolled out the Opportunities tab within the new Adwords interface. The Opportunities tab is intended to help advertisers discover new ways to improve their campaign’s efficiency.

Google automatically lists their suggestions within the Opportunities tab. Listings alert advertisers that they have recognized suggestions from Google that may benefit your account. The Opportunities tab is a central location for keyword and budget optimization ideas across the Google Adwords account.

The two types of opportunities that the tab currently suggests are keyword and budget ideas. Keyword ideas are linked to ad groups and can help advertisers receive more impressions and clicks. This new tool analyzes the volume of Google searches that could be captured with new keywords; if those keywords are added, the campaign has more ad exposure and gains the attention of more potential customers.

Budget ideas show the amount of ad traffic available and are only visible for campaigns that are meeting or exceeding their current budget. Google reviews how many searches your ad could appear on and then recommends a budget amount that could help you reach that potential.
Since the Google Opportunities are automated, it’s possible that you will see some suggestions that may not be pertinent or do not suit your business objectives. All optimization “opportunities” should be reviewed thoroughly before implementation.