I can't speak for others but this method has increased my CTR by at least 8%. Many of you may already have heard of it, and others call it the negative "Enquirer-esque" approach. Usually, they read something like this : Widget Xyz Do Not Buy Widget Xyz Until After You Read This Revealing Review. MySite.com/Widget Xyz In most cases, i get CTR that are 4 times what other people are getting. Also, try to focus on trademarked terms. Why? conversion is typically 5% or higher. Some the reasons why people don't do it? 1. Merchants forbid it. 2. Bid prices for trademarked terms are really high. Don't try to beat the merchants - you don't need to. Use the negative Enquirer-esque ad approach. Bid for the number two spot. You'll get 4-times as many clicks as they do if you do it right.
As long as you HAVE a revealing review it's a good advert. Otherwise, they'll all just bounce, and you're paying for worthless clicks... The object of writing an advert isn't to maximise your PPC, it's to get as much of the worthwhile traffic and as little of the worthless traffic as possible. It's very easy to focus on just one of these...
Of course, you must have good good revealing review to complement your new high CTR ads. There's no point in getting all those clicks if your landing page is not helpful or uninformative!. Now you have a high CTR ad? Good, don't waste it with a worthless review, it's money down the drain. But I do believe you write adverts to get as many clicks as you can - if and if your keyword is highly targeted and your landing page is highly relevant. Join these 3 together. Also in my personal experience, my usually sales conversion ratio jumped through the roof when i included the price in my advert. This works, in my experience!.