Aug 28 2008
How To Craft Competition-Crushing PPC Ads
Search Engine Watch
David Szetela offers an extensive tutorial on the essentials of crafting “killer” PPC ads, including everything from touting your competitive advantage (awards and accolades), using a decisive call to action, highlighting benefits as opposed to features, and even creating a sense of urgency. And he includes examples of each tactic.
He also explains the one and only goal of a PPC ad. “Let’s agree on one thing: the objective of your ad,” Szetela says. “Is it to sell your product? Get a sales lead? Nope. Your ad’s objective is this, and only this: Get the click.”
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