PPC poetry is an art form

The 95-character limit on many pay-per-click (PPC) advertising programmes has made optimised ad copy into a work of art, it has been claimed.

Writing for Search Engine Land, Josh Dreller explains that marketing managers must attempt to inspire their readers within the space of 95 characters.

He adds that changing specific keywords within an overall advertisement that remains the same can be a useful way of optimising content within the 95-character limit.

"That's not much room to work with when trying to inspire a user to click your ad," he concedes.

"But that's all search marketing pros have to work with most of the time."

Mr Dreller adds that rotating key terms within PPC ad copy is of mutual benefit to the advertiser and the search engines.

This is due to the fact that running more successful advertisements can recoup "billions" in revenue for the major search portals.

He previously pointed out that, while keyword rotation appears on many "generic" lists of top ten tips for PPC campaigns, that is because it is a useful practice in which to engage.

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