Best Practices: Remembering AdWords Fundamentals 

Creating great text ads can have big rewards for you in AdWords. Better relevance and click-through (CTR) lead to higher quality ads, which in turn can lead to better positions, lower CPCs, or both. That leads directly to the bottom line: better returns for your ad spend.

Check out the full guide here. Useful checklist here.

https://www.youtube.com/watch?v=HPmzOxrMkvw