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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!

TipMake sure your ad copy is consistent with your landing page messaging.

TipTake advantage of any and all ad extensions applicable to your account.

TipAd text and landing pages should replace technical features with user-friendly language.

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

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

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

TipCheck competitors’ ad copy and tell users what makes you different.

TipLesser-known brands should always appeal to the user through benefits.

TipIn Facebook ads especially, target your tone to your demographic.

TipLimit run-ons and misspellings to your highest-volume keywords.

TipRepetition is disallowed in ad copy – except when you use DKI.

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