A great deal of ads depend on keywords selection and prompt sentences which can attract your customers. Keywords are important to place your ad on the list of displayed results by Google and at the same time to match the search of visitors related to your website. Without keywords you will not be able to have efficient distribution of your ad. The keywords and your writing of ad with them will put the ads right on the eyes of your customers and they will immediately click on your ad to move to your website.
On the other hand if you don't know how to write ad then you will definitely loss your CTR. Without a proper CTR you may be disqualified by Google for ads through . One of my friends say that writing ads is 95% commonsense and 5% skill. If you follow the strict guideline while writing the advert you will definitely see that the word limit actually gives you a chance to beat your contenders with attractive ads.
Many people think that if one asks a question "how to write ads?" he is fool and writing ads means to keep the characters strictly appropriate, observe grammar, punctuation, spelling and this much. All these factors will make an ad complete. They rarely do realize that in tough competition the rules are not the only criteria to learn how to write ads. But to write an ad you must also think how your keyword must be placed on your heading. What text would appeal the customers more and alike. If you can really use 95% commonsense you are the winner.