The Cardinal Elements of PPC Ads

When you enter some keywords into a search engine, other search results can pop up on certain sections of the listing page. These are pay-per-click (PPC) ads, which help direct customers to a specific landing page on your business website. In exchange, you pay a small fee to the ad provider because the ad was clicked. The wording of your ad copy helps customers make a decision about visiting the site, and if your verbiage is off-target, a skilled PPC agency will aid in bringing it back on the mark. Here are some cardinal elements worth noting in your ads:

Looking at the Competition

Some PPC specialists recommend a discreet but detailed look at your competition. What are they doing right? What are they doing wrong? Study their most prominent ads for strengths you can adapt and weaknesses you can avoid… or exploit.


PPC ads have a very limited character count so you need to make the most of it. The keyword or phrase should fit in 25 characters for the title. You only have two 35-character lines, which means direct messages and a moving call to action.


In assembling the ad, have your PPC provider arrange for ad extensions to expand your adspace in the search results. For example, if you run a hobby store, the extensions may be the model kit brands you stock.


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