Google Call out extensions
Note: For background info on call out extensions see the adwords blog
I quite like the new call out extensions from Google.
Basically if you have special offers and/or USP’s then use them as they will aid CTR/QS + Ad Rank and are customisable (account, campaign or ad group across mobile/desktop and day/time) hence can be used to promote different offerings for different levels/audiences.
For more detailed info see the adwords help guide