Search Engine Marketing: Five Steps for More Effective Paid Search Ad Copy

2. Make a unique and immediate call to action. Your call to action should invite the searcher to click on your ad right now. “If they feel like they can do it later, they may wait and never come back,” MoreVisibility officials note. A word of caution: Google AdWords editorial guidelines prohibit universal call-to-action phrases such as “click here,” “visit this link,” or other phrases that could apply to any ad, regardless of content.