Narrow word limit. Stark design. Rigid guidelines. In just a few words, this is how you would describe an AdWords ad.
The most common pitfall for advertisers is to assume that writing AdWords ads is easy. Just because they're short, it doesn't make it easy. On the contrary, how brief they are is exactly what makes them so difficult to get right. We cover the basics of writing ads in our video "How To Write Your Google AdWords Ads".