I would think they do read the entire add because I've changed add text without changing the title and had different results. That makes me think that people do actually read your add. Mmfh
The most important part of writing a good Google Adwords ad is the headline. Five times as many people read the headline than they do the description lines and display URL.
The headline has to catch attention, the rest has to sell the person on it...and leave them having something to be desired.
Also, use the details of your ad to presell the visitor, you don't only want people to click on your ad, you want people that are interesting in buying to click on your ad, this will help you to improve your CPA as well.
What terms would you use then as ideal call to action phrases? Unbeatable Deals Call Us Now? How for example could that be improved? And any other generic examples!
It depends on the placement of the ad. If it is on the right then they will generally look at the title. If it is placed above the organic results then it is more likely that all of it will be read.
Normal web surfer do read all the contents of the page, 50% of the surfer even not realize that this is not a part of the page content. So it is good idea to put it at place where it can take attention of many visitor. At the top of the page is the best place I believe.
It depends of the person who reads it. And it depends on how interesting the ads is. Some is just curious. And if your ads is very inetresting then yes, they will read the entire ads.
Well that is the rub isn't it!! Given the ad space and the need to already put the keywords (phrase) into the headline it cuts down the options to make it attention grabbing. My best performing keyword phrase is 4 words. Do I sacrifice adwords quality score by removing keywords from the title replacing with a catchy headline or not? I would say not as it could lead to the ad dropping down the page and not being seen at all?