Out of the cornerstones of Google's success has been that their ads are not only displayed on their search pages, but across a massive number of webpages across the internet as a result of the AdSense partner network.
For the advertiser the content network is both a blessing and a curse.
It extends your reach in ways you could never hope to achieve with other mediums, and that has to be good.
Unfortunately a huge amount of that extra audience is presented your ad in a less than optimal way.
You are also opened up to the possibility of click fraud and increasingly accidental clicks.
The upshot of the flood of Google ads around the internet is that peoples toleration for them is reaching saturation.
"Google Ad Blindness" is a real possibility in the future if it isn't a reality right now.
So we have a different reason to make our ads unique, and that is that the customer may never read them if we don't.
The first way to make our ad stand out from the crowd is to invoke emotion.
Now in two lines and a header this is not an easy thing to do, so you can't mess around with the little guys - you have to head straight to the strong emotions - Fear or Excitement.
Fear words like this:"You Will Be Dead By Next Winter", "Product X is a SCAM", "NASA Called - Your BALDPATCH is visible from space.
"Find something that the potential customer is afraid of and ram it home to them.
Don't mince words, you want a reaction.
Certain words such as DEAD and SCAM really stand out in a skim through of a page and you need them to catch the leads eye and get them to read your full add and hopefully click your link.
Excitement is the opposite end of the spectrum, and the superlatives commonly associated with it have been done to death so much you had better come up with a great way of doing it.
"Wow I made some money" just isn't going to cut it when it sits next to "WOOHOOO!I'm rich at last!".
If you can't get excited about the thing you are advertising, then why should your lead? The final little trick to throw into your bag is the giveaway.
People like free stuff, and they especially like free stuff that no-one else has.
Make your offer limited, make it unique if you like, just do what you have to do to get them to click your add.
If you want your PPC advertising to be really productive for you, follow these pointers and make your ad stand out from the crowd.