Perhaps reason why SEM professionals focus so much on keywords, rather than on writing great ad copy, is that creating keyword lists is, at bottom, a rote task that is frequently accomplished with specific software. Creating great copy, on other hand, requires a writing implement (pencil or keyboard is fine), a surface (paper or screen) and, hard part, some really creative thinking! When ad copy is improved, an Adwords or Overture campaign delivers more traffic to your site, often for a lower “cost per click.” Our company, Small Business Online, a web design and internet marketing firm, has repeatedly seen vast improvements in user responses (what’s known as “click through rates”) when ad copy is compelling.

What are the characteristics of ads that make users click? Ads that are snappy (you only have a few words to work with) and that promote a benefit do best. So, for example, if you are selling an extremely comfortable hiking boot, don’t just write a headline like “Great Hiking Boots!”. Give user a benefit, something that’s in it for them, such as “Your Feet Will Love You!”. If you’re selling strong gourmet coffee, don’t just say “Premium Quality Coffee,” say something like “Our Java Will Jumpstart Your Day!”.

How does a person learn to write good copy? It’s not rocket science. Surf over to Amazon, search on “advertising books” or “copywriting books” and a whole world of advertising help will open up before you. Read reviews, pick out one or two books that are highly praised, and you’ll be armed with knowledge you need to stand out from herd. And when you stand out, your Google Adwords or Overture campaign will really improve. Compelling ad copy is not only aspect of these campaigns you need to work on – keywords still count, bids still count. But in end, your ad is like a sign on front door to your website. If it’s not interesting or compelling, no-one will knock.

Believe me - if there is a lazy and free way to do something - a lot of people have already tried it before. And some of them already succeeded. And started to spread a word. Ten times more people heard about it and came. Tested, it worked and started to spread a word.

Okay, now let's imagine a car with a bumper. Pretty easy? Okay, let's put a bumper sticker in there with a site address. Ah-ha! Ten days later few people came to site. You told it to your friend and he also put a sticker on his car. Okay, people are still coming. Few years later half a city has bumper stickers with web addresses. Someone comes to you and tell: "Hey! Wanna promote? Put a bumper sticker! It works!"

You put a sticker. But.. Stickers are everywhere already and people don't care about it anymore. Because there are a lot of people who used this free and lazy way for cheap sites with lots of banner links and no info.

So people just don't care about stickers, cause it's something everyone can do. And it's have already been done by millions by time you hear about that. Even if you invented it. Information nowadays spreading so fast that your invention could have been already invented a year ago.

What to do about all this? Try to create new things out of what you already know. Try to invent! Try not to use easy and lazy techniques everyone is telling you about.