"PPC campaigns can be a costly game when they aren't well-planned and wisely implemented," writes Charles Dearing in a guest post at Brandignity. "So, don't waste your time and money on ads or landing pages that don't do what they were designed to do."

To help you get the best ROI from your PPC budget, Dearing recommends a content strategy that focuses on five key areas:

Ad title: Grab a visitor's attention with keywords, action verbs, and offers that match the intent of their search.

Ad copy: Expand on the title, but do so efficiently. The key is knowing what motivates your audience, and tempting them to click through with a vision of irresistible benefits.

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