An ad found running on an iPad recently said:
Every ad has a personality, a tone of voice. Some ads scream, “Get a free iPad!!!!!” Others are more quiet and understated: “Compare tablet computers.” What is your ad saying? And is that the right persona for your customers?
Think about your own image and how it is represented on your website. If your website hawks discounted electronics, your ads should focus on that, rather than making it seem like you sell luxury goods. If you do sell luxury goods, make sure your ads are slick and professional. The transition from ad to website should be seamless, rather than seeming disconnected. If there is a big shift in emphasis or tone, potential customers might think the link was wrong and leave.
In addition to your own website, how do your ads mesh with what customers are looking for? Is your tone appealing to them? Managers wouldn’t trust Salesforce or other B2B sites if their ads looked and sounded like the ads offering computers at steep discounts. Any field also has its own language and jargon; are you using the same jargon? If your customers talk about “SMBE CRM Software,” use that, rather than “Small and Medium Business Enterprise Customer Relations Management Software.” Think about the message they would be receptive to, how your business communicates offline and on its website, and craft your ads to match that.
For more tips on running AdWords campaigns, check out AdWords University: The Complete Guide to AdWords.