All else equal, your eyes are generally attracted to visual variations. For example, Seth Godin often riffs on how much attention purple cows would get standing in a pack of normal cows.
And so it may be with your ads as well. As more and more advertisers increase their proficiency in AdWords, we internet marketers need to dig deeper and deeper to stay ahead of the pack.
Roger shares an AdWords secret that might keep you one step ahead of your competition. It won’t last forever, but the first movers could likely see some (at least) short term benefits. Check it out now for a quick note on using special symbols in your ads.