Sample Search Engine Ad Makeover
"Before" Version

The haiku-sized blocks of text that show up when people hunt for information on Google or Yahoo can cost-effectively deliver perfect prospects day after day to your site. For instance, one pay-per-click ad I wrote sends its owner all the $2,000 customers she can handle for just $39.88 a month. 

My clients are understandably reluctant to share their actual before and after Google ads or Yahoo ads, since this arena is so competitive, and the price you pay for ads depends in part on how well your ads do vis-a-vis those targeting the same keywords.  However, I can share the kinds of techniques I use to breathe new life into stagnant search engine ad campaigns. 

Here is a Google ad for a made-up web site selling decoder rings.  See if you can think of ways to improve it.

The "Before" Version

Decoder Ring Sets 
Biggest selection of decoder rings
$9.95 and up, free shipping
http://www.decoderringsets.com

Think about this from the point of view of those interested in buying decoder ring sets.  How can you inspire prospective customers, those most predisposed to buy, to click on the ad?

When you're ready, view my comments and five rewrites.