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

3. Use a sharp hook. To make your offer stand out, include a discount, free shipping or low price guarantee. The offer should lower the searchers’ risks and make them want to pursue the ad further. The whitepaper’s authors note that for most search engines, if your ad includes a price, special discount or free offer, that message must be clearly and accurately displayed within one to two clicks from the ad’s landing page on your Web site.