Adverts

Succeeding at PPC advertising depends mainly on one thing, persuading people to take action, based solely on a few words in your advert. That's a much more important success factor than understanding the intricacies of Google Adwords.

The ability to write persuasive ad copy using just 130 characters is a big challenge. Especially if you're up against significant competition. Your words have to stand out from the competition and cause the searcher to take action.

How are adverts ranked? (from Google)

Adverts are positioned on search and content pages based on their Ad Rank. The advert with the highest Ad Rank appears in the first position and so on down the page.

The criteria determining Ad Rank differ for your keyword-targeted ads depending on whether they are appearing on the search network or on the content network.