For innovative tactics of AdWords ads let me share a personal experience with you. One of my friends if also doing AdWords campaign. What he did for his website promotion was really very interesting. He prepared some ads on his website and posted them to free advertisement sites. Free advertisements means no money involved. He waited and watched for sometime and the ad which had better responses than others among all those posted in free ads column of those sites was tracked by him. After that he posted that very ad to Google AdWords. And this really worked. He increases this traffic through Google by 55% than before in the first month. This was his complete innovative idea for AdWords ads. Like this you think of some innovative tactics which can make your AdWords ads different and bring you more and more traffic.
For techniques or technical approaches you have software and other AdWords tools which can make your AdWords ads more profitable. If you use an AdWords software your task of preparing the ad text becomes very easy. Then you can use AdWords keyword tools and others. But among them the software is the most profitable. Lets see how an AdWords software can make your ads more reliable and efficient.
The software can create thousands of themed ads which would be really attractive. You can customized the ads made by the software. You can access to hundreds of potential ads in a very short time. And to post the ads on AdWords you need not do it manually. The software does the needful automatically. Besides these there are many other benefits of software for AdWords ads.