Planning of Pay per Click advertisement is based on the thorough knowledge of keyword strategy. This is the basis of success of this advertising module. Most companies do not plan systematically before giving structure to the desired ad and expect great results, immediately after the placement of the ad on the relevant and similar websites.
The problem with such advertising is that the keywords chosen and installed in the ads are not good enough to generate desired result. Sometimes ad’s click rate is poor because of use of prohibited keyword. Since the keywords are banned so the visitors will not get through such ads also which are those keywords.
The success of Pay per Click is dependent up on those popular keywords which are associated with specific solutions in the minds of consumers.
Sometimes it so happens that for the same keyword or keyword phrase the competitor’s ad shows more attractive ad with a greater satisfaction level. So even if the two ads are placed against a similar keyword, the result is not in terms of profitable customer. It is very essential to write advertisements with short punch lines and up to the mark designing.