The purpose of a pay-per-click (PPC) ad, says Nick Usborne, is "to match a thought in a reader's mind and then move that person forward to your landing page with a click." But here's the catch: You have to do it in 95 characters or less if you're writing a Google AdWords ad. Here are Usborne's tips from a recent MarketingProfs article for forming short-and-sweet PPC ads that mine gold:

Always include a strong keyword in the title. Set up multiple ad groups for a range of important search terms, and optimize each ad for a particular word or phrase.

Make your title relevant and compelling. But keep in mind that you only have 25 characters to work with, and that the title needs to also include your key words.

Use short words. In the title and the body, every letter counts. So use"car" rather than "automobile" and "gift" rather than "giveaway." Using shorter words will buy you two or three extra words.

Be relevant and specific. You need your ad to stand out on a full page of search results. It won't if you say the same thing as the other listings. Don't sell kayaks, sell 16-foot ocean kayaks, Usborne says.

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