In a brick and mortar business, the customer service a sales person provides, plays an important role in closing a sale. This process is a bit more complex when it comes to an online store. The searcher usually goes through Google’s search engine, clicks on an ad that best suits his search, goes to the website and makes a purchase. From this process, it is clear that the first point of contact between a potential customer and the online seller is the ad. The most important part of your Google AdWords ad is the headline. Many people would first read the headlines and pick all relevant ads before reading the description lines and display URL. So unless your headline captures the searchers’ attention, they will not click on your ad. Benefits of an effective ad An ad that stands out from the rest will generate more clicks. Your account’s overall Click Through Rate (CTR) will be higher because of the higher volume of clicks. A higher CTR will cause your ad to get a higher Ad Rank through be...