Google has come up with some really cool and exciting additions to their PPC ad copy over the past two or three years including: sitelinks, product extension for e-commerce web sites, local extensions, call extensions, etc. To read more about these features, please read Staying Ahead of Google AdWords Ad Copy Best Practices.
Just when you think AdWords could not possibly come up with another cool feature for ad copy, they totally redeem themselves with the new celebrity endorsements. Please see the screenshot below. This was searched by Noah Brooks (no explanation was given), a pay-per-click specialist here at Fathom.