The last line of your ad is also very important of course, and you should try and think like this "if I could only write ONE line, how could I make that one line get them to click?"……….then write each line with this same thought in mind. Let the reader know that clicking YOUR link rather than the others on the page is really the only choice to make. Let them know what the BENEFITS are if they DO click on your ad. So, rather than say "Golf Clubs for sale", say "85 off Golf Clubs" and you don't offer anything of the kind, you'll just end up paying for thousands of clicks and have no sales to pay for them!

SPLIT-TEST your ads! Make sure that you try different ads pointing to the same website and MONITOR which ads get you the most clicks. When you split-test, make sure that you ONLY change ONE thing in each ad. If you don't do this, you won't know what is making the difference in the click-through rate.

PPC campaigns take time to get right, but once you DO get them right, they will pay you back for a very long time to come!

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