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There have been millions of words written about what makes good advertising copy, take a bit of time to read some of them. You'll find many great articles and ebooks you can get for free, study them!
Google has a set of standard guidelines as to what they deem acceptable when it comes to writing your ad. You need to read these and stick to them. The next job is to decide what people searching internet for your product might type in as a search, for example if you decide to sell mortgages you might use "cheap mortgages" or "best mortgage deals".
These phases are known as keywords, and you bid for keywords on Google. Your bid is amount of money you are prepared to pay for each click on your advert, and bidding starts at $0.05. So if you get a keyword for $0.05 and you get 100 clicks on your sales page, it costs you 100 x $0.05 ie $5.00.
Now let's have a look at your potential profits. A good sales page might get a return of 2% - 3%, ie out of every hundred clicks 2 - 3 will be converted into sales or sign-ups. So if you are promoting mortgages, out of hundred clicks for your $5.00 outlay you could expect two or three sales, ie a return of $100 - $150.
Realistically though you would be doing very well to pay as little as $0.05 per click for a market as crowded as mortgages, you would most likely have to bid up considerably higher. But even at $0.50 per click, you would only be paying $50 for your return of $100 - $150 in example above, still a very healthy profit margin.
Obviously more popular keyword or phrase higher your bid will need to be to secure it, so you will find that phrases like "cheap mortgages" or "best mortgage deals" will be very expensive but will attract a lot of traffic.
For the whole story on how you can get started making money with Google Adwords, go to http://www.worldofebooks.com/introduction_to_adwords.htm