I used to do SEO for a living and just taught myself PPC but am not a guru. I'm sure there are lots of good free resource sites just like there are for SEO, I just don't a good one off hand to recommend.
You can study what your competitors are doing. Action words or "call to action" are suppose to help...buy, subscribe, etc...if you search the web, you can find lists. I like to look how the final ad looks on the SERP's...scan the page and see which titles jumb out at you.
I believe everyone here who hasn't tried it would be surprised at how helpful google itself is for helping teach about adwords basics, other tricks, and even ad writing...
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