If you want to connect with a prospect in your advertising, you need to work out what they’re thinking. Fortunately, with search marketing – and this can apply to writing web page titles for search engine results, as well as creating adverts – there’s a lot that can be deduced about the prospect’s intent from the search itself. This is explained really well in Get inside your customer’s head: A guide to writing irresistible calls to action on Search Engine Land. The call to action which gets people to your website can be as important as the call to action on it. Have a read.