E-commerce Insights: Take a Page From the 14th Century

Colburn cites two recent shoe ads on MSN for their specificity and relevance:
Sketchers — Official Site
Save 15% on orders $65+ and receive free shipping! Use code MSNSUMMER

Shop For Shoes At
Shoes.com
400+ brands in stock at Shoes.com. Free shipping, returns and exchanges

4. Free shipping “both ways.” As for my own nod for most effective paid search ad copy, this Zappos.com ad on Yahoo! includes “official site” copy and presents three strong and specific offers highly relevant to buying shoes without trying them on beforehand:
Zappos: The Official Site
We offer free shipping both ways on shoes, a 365 day return policy, and a 110% price guarantee.