Writing outstanding ad copy for pay-per-click marketing campaigns is critical if a webmaster desire to be successful. Why waste funds on clicks from many people who arent going to buy what a webmaster has to sell? To be as defined as possible descriptive titles and good ad copy are needed. Since the webmaster is paying for each click its very important to have advertisement copy which conveys the right message to the right human . The challenge is the small area available from most branding networks like Google (AdWords) or Yahoo! (Overture).

Successful PPC selling campaigns should be made of at least 3-4 different versions of an advertisement for the identical merchandise . Advertising via PPC is not a "one size fits all" procedure. A webmaster should contruct sure he/she defines the right target groups before getting into the process of writing the advertisement copy. Studies have shown that if important keywords are included in the ad name and the body the conversion rate is going to be higher. This is going to be a challenge in many cases as the ads in pay-per-click search engines offer limited space. Google AdWords as an example allows for the following character limits"

Headline = 25 characters
Line 1 = 35 characters
Line 2 = 35 characters
Display URL = 35 characters

Other marketing networks have very similar limitations in place. The art of writing successful ads is also the art of fitting a message into these limits. The key to writing successful PPC advertisement copy is to write something that will stick out from the competition. An advertisement should pre-qualify the visitors. Well written ads are clear enough so that a potential visitor might already decide if he wants to click or if the offer does not really apply to him. The webmaster would waste a lot of money if the advertisement does not allow to generate a decision if the advertised item or service will be of interest for the potential visitor. This pre-qualification through the advertisement copy may lower the click through rate, but a webmaster will be grasping higher quality visitors in return.

Each PPC ad should be combined with a clear-cut landing page. A webmaster should not send visitors just to the homepage as the homepage could be too generic. Using the homepage as landing page has been proven to get lower conversion rates. A landing page should be the matching counterpart of the PPC ad. Highly clear-cut and filled with keywords and knowledge relevant to the advertisement and the product a webmaster is trying to sell. The landing page should be easy to navigate and the sales communication needs to be highly visible. If a visitor needs more than 3-5 seconds to find what he is looking for, the chance to convert the visitor into a sale is going dramatically down.