There is no one right way to write a text ad for a search engine, but there are some best practices. Here are some basic principles to remember as you write your ads:
The title AND description lines of the ad should include keywords from the ad group.
It is usually good to use most of the characters allowed per line of the ad.
There should be a strong unique selling proposition. Consider the following question while crafting your proposition: "What sets you apart from your competitors and their ads?"
There should be a persuasive call to action. Consider the following questions when formulating your call to action: "What do you want the buyer to do? Save money? Buy now? Order today? Get free shipping?"
Use proper grammar, punctuation, and spelling.
Write at least one ad for each ad group you create using those principles as your guide.
REMEMBER THIS: At the end of each round of the simulation, you will be able to see how your ad performed? If you have an ad with a low CTR, the market is telling you they don't like your ad, or it isn't convincing enough for them to click, or it isn't relevant with the keywords they searched, or it is too low on the page and isn't getting enough attention. Sometimes just changing 1-3 words can drastically improve your CTR.
With this information, let's create an Ad!
If you just got done creating an Ad Group, then you should have automatically been directed to the Ads tab with the form already open. If this isn't the case, then on the Pay Per Click Dashboard, click on the Ads tabs, and then select + New Ad.
From here, make sure you have an Ad Group selected for the Ad, and then select the Destination URL. Now, input the First and Second Headlines, the Display URL, and the Description, and then press Save. That is it! You have now successfully created an Ad.