There are lots of different ways to make your PPC ad campaign work. Start by picking keywords, bid for them, then make sure your ads are working and making money for you. However, the way the ad reads is very important, too. It’s the component that convinces the customer to click.

You will have a sum total of three lines worth of text to sell your site to customers. It has to be good, or else people will read it and forget it in an instant. To get noticed you need to encourage people to read your ad. Then you need to encourage them to click on it. PPC ad campaigns can fail so easy.

It would be great if we could fit in a really long story about all the good things we sell and why people need them, but there’s only three lines to entice them with. You have to get attention and get a click with those three lines, so make them good. Making a PPC campaign work is all about getting off to a good start and those three lines are all you have to work your magic with.

There’s an 80/20 rule that applies for this. The majority of an ad’s impact is in the headline – which makes up about 20% of the ad itself. This is true in many other forms of writing and it’s very much true in pay per click advertising. So make it good, because there’s nothing worse than a bad headline.

Your ad’s copy has to be perfect, or as close to it as possible. You have a few available words to sell your site, so the words you use must be the right ones, and spelling and punctuation are very important. A wrong word or a spelling mistake can mean you’re kissing customers good bye- and your money, too! Even if it doesn’t seem like a big deal to you, the finished product looks unprofessional, and people who would have normally clicked on that ad will avoid it.

Make sure you get attention first. There will be more ads than just yours in the search page sidebar. If you want to get customers, you’ll have to stand out. Make your headline and copy appealing and attention grabbing. If possible, pique the viewer’s curiosity – make him or her want to know what’s behind that ad.

Keyword placement is important, too. Use your keyword phrase (or a variant of it that makes sense as a sentence) in the headline itself. Then, make sure your next line is relevant and eye-catching. Don’t use meaningless phrases such as “quality service” or tell the customer how long you’ve been in business. Even if you offer great products and services, viewers need something that will make you stand out from the rest.

The last line of your ad is important, too. Use it to tell the viewer what’s best about your product, or use it to highlight an offer or deal. This will increase the chances of a click through and an eventual sale. Never use deceptive wording to get more clicks, however. A click that doesn’t result in a sale is a wasted one, because you pay for it anyway.

PPC ads are shorter than conventional types of ads but there is a definite science to making them work emerging amongst its advertisers. Make sure that your ads stand out and demand attention, keep the text clear and concise as well as effective – you can stand out from your competitors for some really big sales.