AdWords Quick Tip : Include Punctuation in Your Ad Description Increases Click-Through-Rate
Here's a quick tip on crafting good Ad copy (copy means the text in the ad) : end the "Description Line 1" of your ad with punctuation - like a period. If you do, your ad can be more appealing because the Description will be appended to the Headline. This means your headline will stick out and it will likely increase your Clickthrough Rate (CTR).
Here's an example of an ad without an ending punctuation :
Without ending punctuation, the "Description Line 1" does not become part of the headline. Instead it appears next to description line 2, under the display URL.
And one with :
Including Punctuation in the Description Line 1 allows your Description to become part of the headline, increasing your Click-through-rate (CTR).