You make some great points. I 100% agree with your point on the dangers of advertising on price alone. I only used the "25% off" as one simple example of a call to action, but I fully agree that being the lowest priced brings you the lowest quality customer.

It's one of the first things I learned when I started freelance copywriting. When you're first starting out, it can be tempting to take whatever offers come your way, but you really only devalue your work when you accept low bids. Plus, from my experience, price shoppers are the biggest headaches of all consumers.

As for the urgent call to action vs. reasons to visit your site, I guess it all depends on what your goals are for your PPC campaign.

Emphasize what is ahead at the next step, not the close – consumers are sophisticated today, going for the close too early makes you look like you've got no focus on the consumer experience at all.

Instead of this:

Save 25% when you order today.

Try these:

Won 2009 Best Online Yarn Store.

Over 4,200 Yarn Colors & Textures.

Fast Loading Mega Yarn Site.

Yarn Color Matching Tool.

Quick Sort by Price, Brand, Color.

Yes, people are price sensitive these days. But remember, when you advertise on price, that's what you get, price shoppers. To build sustainable repeat customers (who won't always want 25% off), pitch your focus on making THEIR shopping experience YOUR primary goal.

Cheap is good, but choice and experience is superior. If they want cheap, they'll often be shopping at Amazon, eBay and price comparison engines. If they're searching for a particular product, don't pitch your cheapness… pitch your desire to give it to them real good.