Many online ads struggle to make the click-through. They have failed to accomplish at least one of the four objectives that make it possible for your ad to work well:

1. Attract interest
2. Present your offer
3. Select the audience
4. Achieve the Click Through

1. Attract Interest
   
   Your first and most crucial task is to grab your visitors’ attention. Your ad competes for the attention with other email newsletters, search results page, and elements of a webpage. Your ad must stand out.
   
   A catchy headline will attract interest for text ads. This same approach works for banner ads, as well as using a graphic or animation that stands out.
   
   No matter which type of advertising you choose to utilize, your number one objective is the same: attract interest.


2. Present your offer
   
   Your ad must clearly present what you service or good you offer. Provide your visitors with your USP, Unique Selling Proposition, or reasons why they should send business your way rather than to your competitors. Your ad needs to present information that:
   
   - appeals to low price
   - appeals to quality
   - appeals to convenience
   - appeals to customer service
   
   Your offer should be brief but clear and understandable.


3. Select the Audience
   
   The third objective is identifying your audience based on who is likely to purchase your product or service. The last thing you want to do is pay for click-throughs when your visitors do not end up buying your product. Narrow your audience and use words in your ad that attract potential customers and disengage those who would not be.


4. Achieve the Click
   
   Through Ultimately your ad must receive the click-through. AdWords text ads will be too brief to really gather a call to action. Most ads ask customers for and encourage the click-through with a hyperlinked text or button that asks them to move on to the next step.