In case you missed it — and there’s probably no way you caught all 100 — we kicked off the year with a #100PPCtips100days series on Twitter, and we’re recapping them by category for you each week! (Note: click on each tip to read an expanded blog post.)

Today’s installment: kick-a** ad copy tips!

Tip: Make sure your ad copy is consistent with your landing page messaging.

Tip: Take advantage of any and all ad extensions applicable to your account.

Tip: Ad text and landing pages should replace technical features with user-friendly language.

Tip: Ad copy should appeal to fear, exclusivity, vanity, or greed (or all of the above).

Tip: Make sure your ad copy specifically detracts the wrong clicks in addition to attracting the right ones.

Tip: Ideal call to action: one-word desired action + timeline (e.g. Buy Today!).

Tip: Check competitors’ ad copy and tell users what makes you different.

Tip: Lesser-known brands should always appeal to the user through benefits.

Tip: In Facebook ads especially, target your tone to your demographic.

Tip: Limit run-ons and misspellings to your highest-volume keywords.

Tip: Repetition is disallowed in ad copy – except when you use DKI.

Tune in for next week’s tips recap: AdWords features!