• PPC Blog , Friday, January 11, 2008 3:45 PM

Since most PPC ads max out at about 20 words over two or three lines of text, every word counts. And given the uber-competitiveness of paid search, Gordon Choi says that it's no longer enough to have just the account manager oversee keyword and ad copy selection--you need a professional copywriter.

To justify adding to the department headcount, Choi cites the myriad ways a pro copywriter can pump up the bottom line, including increased CTRs and conversions. The right copy not only can boost clicks, it can entice searchers to follow through and make a purchase on the homepage. Well-written copy also serves to raise an ad's (and its corresponding ad group's) Quality Score.

Lastly, adding a professional copywriter to the search team can help make the entire department more efficient, as it allows strategists and account managers to focus on what they do best--and not worry about coming up with catchy, keyword-rich taglines.

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