Anatomy of a Successful PPC Ad

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What are the factors that determine a PPC ads success or failure? What factors should you work on to improve your ads effectiveness? This article focuses on the fundamentals, not things like keyword selection or improving quality score, but the factors that make a really good ad that makes people buy or click. http://searchenginewatch.com/article/2183894/Anatomy-of-a-Successful-PPC-Ad

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