Paid search ads provide one of the toughest challenges for online marketers. You've got a very small space to pitch your product, but since you're paying per click you also need to use that space to pre-qualify visitors. Basically, you've got a handful of seconds to get the buyer before they move on to other listings. So how do you make it work?

Brad Geddes offers up some suggestions this week in his Paid Search column at Search Engine Land.

There are five major items that can be used in ad copy. However, ads do not have the character space to effectively allot all of these items at a single time (unless you start combining them--which is a possibility). This is one of the reasons that testing ad copy is essential to PPC success. Ideas are not difficult to come by--results are.

The five major parts of search ad copy are:

• Captivating headline
• Features
• Benefits
• Unique selling proposition (USP)
• Call to action

Brad goes on to break down each area of the ad copy and to offer suggestions on getting the most bang for your buck from each. From why someone should do business with your company to what the benefits of your product are to inserting a call to action, Brad walks you through the best ways to tackle the essential messages of your paid search ad.