Advertising is not an exact science. There’s no magic combination of words and images, no perfect font size or color scheme that will guarantee that your ad campaign will connect with its viewers. The beauty of PPC advertising is that it’s not about finding that perfect combo. It’s about creating an ad, testing it, and measuring your results to see what best translates to clicks and conversions. As PPC continues to get better at targeting the right consumer (thanks to programmatic advertising), and new strategies claim their dominance, PPC will only become more valuable.