PPC (Pay Per Click) Copywriting is advertising text that accompanies a web-based advertisement, costing the advertising company money only when a user clicks on the advertisement's graphic. The advertisement is hyperlinked to a "landing page," which the company hopes will generate a sale.
It is possible for PPC account managers to carry out their own PPC copywriting, indeed most do. However, now that PPC is maturing as an advertising medium users are treating PPC like other forms of advertising and using specialist companies to write their PPC Ad Text for them.
The advent of Ad Text Optimization (ATO) is a significant development in this area and has bought a rigour and discipline to the process which is in keeping with other areas of PPC management. It ties in the learning from direct response advertising which has existed for many years and combines it with an algorithm measuring key elements of the PPC ad text.