The purpose of the ad is to get the user to click on your ad and buy. Therefore the ad has got to be relevant to the search query and have a clear call to action. It's also good to get some kind of brand message in too.
Easy? Hmmm well it would be if you were given lots of room, but you only have 25 characters for the headline and 2 lines of 35 characters. Not so easy now!
Here at PaulSearch we are experts in writing PPC adverts. We ensure that as much of the keyword as possible is in the ad, ideally at least in the headline, but also in the descriptions too if we can. We'll also try and add the brand or brief message, as well as a call to action. This is a very tricky thing to get right, and we understand that business owners are often too busy to give enough time to their PPC campaign. They might try it, throw a bit of money at it, then stop advertising on search engines using pay per click as they think it doesn't work. If this sounds familiar then you need our help! We'll mine all the keywords for you, and just as importantly write the ads for you as well. This could mean that there are only 1 or 2 keywords that will be in a group with a specific ad. This is perfectly normal, and often encouraged. It's also good practice to have more than one advert in each ad group. This will give Google the option to choose which ad to show.