Which is a best practice for writing an effective text ad?

• Use all capital letters in the headline
• Make sure the headline wraps to two lines
• End the headline with an exclamation point
• Capitalize the first letter of each word in the headline

or

• Talk about yourself and your business
• Make the text different from what’s on your landing page
• Use a passive verb in the headline
• Write several ads and see which one performs the best