One of the greatest things about PPC is that you can tweak your ad campaign to your heart’s content. Because changes are immediate, you can track the effectiveness of different messages, rotate messages to see which receives the most click-throughs and keep track of the cost of getting an actual customer to your site (number of pay per clicks vs. those that buy).

Here are some tips for getting the most out of your PPC efforts:

* Think of PPC as a virtual advertising agency. You control the messages while AdWords or Overture creates the format of your ad and distributes it via the search engine’s Sponsored Links section.

* Tests multiple ads at the same time. Always test two or three ads simultaneously. This is known in advertising as A/B split testing. From this you can find out which ad produces the greatest number of responses, or click-throughs to your site.

* Use action words. You have a very limited amount space. This isn’t a time to be verbose. Use punchy sentences that will capture the audience’s attention.

Here are some examples for the search phrase “gift baskets”:

Gift Baskets from $35
Send gift baskets packed with
fruit, candy, nuts, and chocolates.
www.CherryMoonFarms.com

Free Same Day Delivery
Across Town Or Across The USA
Why Pay More? Order Online Now!
www.beneva.com
Florida

Wine & Food Gift Baskets
For Someone Special, $59-$525
Hand Written Cards, Ship Today
www.WineBasket.com

Gift Baskets
Huge Selection of Gift Baskets And
Sweets Online From Just $29.99!
www.proflowers.com

See how they use terms like “huge selection”, “Order Online Now!” and “packed with” in their descriptions? They create a sense of urgency and need. The CherryMoonFarms ad is particularly effective. The headline gets the sales proposition across in four words, “Gift Baskets from $35”. The copy supports it by telling you they have gift baskets that are packed with goodies. Not just “filled”, but “packed”.