Writing PPC ads is one of the key processes in the setting up of an PPC account. After all, your customers don't see your keywords, your ad groups or any of your campaign information except your ads; that's all they have to make a clicking decision. Here are five tips for writing successful, high converting PPC ads:

1. Use the keyword in the title of the ad. This is key to getting a good click through rate (CTR), and thus good quality scores. When keywords that a searcher has typed in are matched in the ads down the side and at the top of the screen, they are bolded. This makes them stand out from the rest of the page, and draws the eye to your ad.

Having a keyword in the title of the ad also ticks the quality score box - one of the criteria for achieving a good quality score is a congruence between landing page content, keyword and ad title.

If you are doing your PPC correctly, you should have small, tightly focused ad groups that focus on one theme. This will make it easy to put the keyword in the title of your ad, and have it match the keywords you have specified in your ad groups.

2. Use Camel Casing in your ad text. Camel Casing is where the first letter of each word in the ad is capitalised. This has the effect of making the ad stand out and look more professional. Be sure to Camel Case your destination URL as well: www.MyTopSite.com looks much better than www.mytopsite.com.

3. Use call to action phrases in your ads. Phrases such as "Buy Now!" or "Order Easily Online" encourage searchers to take the action you want once they reach your landing page.

4. Include unique selling points to make your ad stand out from your competitors. Do a search for your keyword and see what words your competitors have in their ads. Try words and phrases that differentiate you from your competition. Try using power words like expert, guaranteed or discount.

5. Experiment with Dynamic Keyword Insertion. This is an advanced Adwords function whereby users specify that for a certain ad the title is to be defined by the keyword used by the searcher when they typed in their query into Google. Initially this tool would seem like the golden ticket; your ad titles would always be matched to the searcher query making ads more relevant. Dynamic Keyword Insertion (DKI) is typically used where there are large numbers of potential keywords that could be used; DKI is used to save time and hassle of entering hundreds, if not thousands of potential keywords into chosen ad groups.

Ebay has been one high profile exponent of DKI - hence the near ubiquity of its adwords ads on every topic from Aerosols to Zips.

However, caution must exercised with using DKI, especially when using broad match keywords. When broad match is used in conjunction with DKI, you may find your ad titles being matched with random or bizarre broad match queries, reducing the relevance of your ad and product.

One thing to say with DKI is that if you are constructing your Adwords ad groups properly you should have your keyword as your ad title anyway! So tread with care, and consider using DKI when you have overly long keyword lists