When developing pay per click ads for your marketing campaign, you will have a limited number of characters at your disposal to work with. However, this can actually work in your favor...

For your ad title, you will have about 25 characters to use in order to compose something eye catching and effective. Usually, for the body of you pay per click ads you'll have roughly 70 characters to create your ad body copy with (35 characters each for two lines of text).

These character caps truly level the playing field when it comes to the use of ones overall copy writing skill or ability. The less word space available for use the less opportunity there is to bring true skill at creating ad copy into play. In fact because of the limited ad space you have to work with the copy writing novice will have much the same capability to produce effective Pay per click ads as the seasoned copy writing veteran.

This is of course provided that the relative novice is at the very least, mindful of this very simple ad copy formula...

Your headline should grab the attention of the reader in some way and should illustrate either a problem/concern or a great benefit of your product or service.

"Are You Tired of Work?"...problem/concern

"Lowest Prices In Town!"...great benefit

"Own The Home You Deserve!"...problem/concern

These aren't necessarily the best headlines but you get the idea. The good news is that even if you've never written an ad before in your life, you still have some experience to pull from. After all, how many advertisements have you seen just this past week? If you're not sure where to start, do a little research. Pull up a few search engine results pages and look to see which ads catch your eye and why.

As for the body copy for your pay per click ads: the first line of text should be either a problem/concern or a great benefit, and the second line should illustrate a solution to a perceived problem your audience is having...

"Are you having trouble sleeping?
Sleep soundly with Knockout!"

"Trouble reaching hard to clean areas?"
The Reacher solves that problem!"

Again, probably not my best ad work ever, but still a good start. create a few slight variations of each of your ads and test the effectiveness of each. Do you get better results with less punctuation? the word CLEAN or SLEEP in all caps? If so make a note of it for future ad variations and composition.

So, for the headline of your pay per click ads you'll want to create an attention grabber by using either a problem/concern or a great benefit to your service or product.

For your ad body copy you'll want your first line of text to address either a problem/concern or great benefit, and your second line should bring your message home with the solution to some perceived problem your audience is having.