Adwords Copywriting Secrets for Beginners

Writing Ad Copy for Google Adwords - there is a really good article by Steve Blom (see a short summary below).

Adwords Copywriting Secrets for Beginners:
"The biggest problem you face is that Google considers a 'good' ad to just be one that gets clicked on the most, but you need an ad that is going to bring people to your site that are actually real customers, and not freebie seekers, if you are going to actually make some profit. That is one of the hardest things about Adwords, it is actually a delicate balance between ads that get clicked on a lot, that Google considers 'relevant' and the ads that have the highest possible return for your advertising dollar, which are often not the same thing."