The Google AdWords pay per click advertising system can seem quite daunting when you first get started with it. And it can be tough to write adverts that get a high click-through rate (CTR). A high CTR is the number of times people click on your adverts out of every 100.

So if 2 people out of every 100 visiting Google click on your ad, your CTR IS 2%. A high CTR is what you need to get the best returns from your campaigns.

So how do write adverts that get clicked on often? Let me show you how i do it. I've used the following format and it works very well:

For the Headline: the keyword on it's own or with a question mark at the end. Examples are: Home Teeth Whitening, Order Blues Music?, Download MP3 Songs, Download eBooks.

Product name keywords also work well here such as the brand and model of say a digital camera.

For Description line 1: The best benefit of your product or service. Here are some examples: Whiten Your Teeth at Home & Save $100s, Free bottles on selected packages, 20% discount on some models, price match guarantee, free shipping on orders.

For Description line 2: A call to action. So what the visitor needs to do next. Here are some examples: Order Your iPhone 4 Online Now, Order Now While Stocks Last, Download Your eBook Instantly, Join Online Now- Risk Free, Sign Up Online Now.

Other things to consider The word "free" is a very powerful word so emphasise this where you can. Relevancy is a also a great way to get more clicks . So the more relevant the headline to the bidded keyword the better.

If you can use the exact model name or name of a product or service in the headline it really helps.

Also make sure that your landing page delivers what is promised in your ad and the product is easy to find and order. Because if visitors don't stick around too long on your pages, you will get a high bounce rate which means Google will put your cost per click (CPC) up.

If you are still stick for ad ideas, do a serach in Google for your keyword and see what the top ads look like for ideas. Just get an idea for your ad but NEVER copy them. You can easily improve on them.

Summing up The best way to get the most clicks on your ads is to split test 2 ads, but never more than 2 as it will make it difficult to track changes and make improvements. Ensure you set the option to "Rotate: Show ads more evenly" under settings/advanced settings in your AdWords account so both ads get the same exposure.

Find the winning ad out of the 2 and improve on it further.