• Searchcowboys.com, Tuesday, June 23, 2009 5:15 PM

While the keyword list and the landing page are both important elements that comprise a good PPC campaign, writing great ad copy can make or break the strategy, according to Kate Morris. That's because you only have a matter of seconds to convince potential buyers they need to click on the link. Okay, she admits to being a drama queen, but insists that a well-optimized ad can increase ROI more than you think.

When used correctly, dynamically inserted keywords can help improve conversion rates. They increase the chance the ad title will match what the searcher seeks. Many people use the feature incorrectly, so she suggests making sure ad groups are specific because you don't want ads showing up in general searches.

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