It’s plain simple: When you advertise with Adwords you want as much targeted traffic for your money. Therefore, you need the lowest CPC (Cost per click) as possible, and thát you can get by having a high CTR (Click Trough Rate). But how do you write your advertise to have the best CTR?

Cause fear! When you tell your readers NOT to buy your product but just fail, you’ve caused fear. Here’s just an example of what I mean.

In the first ad you you just describe what people can do at your website. In the 2th ad you tell them NOT to visit your site but first let their surgery fail. After that, visit your site.. Believe me when I say that LOTS of people are clicking on this kind of ads.
I use this ‘fear ads’ for a while, and they have a 6~8 times higher CTR!