Designing and writing your PPC ads means research, creativity, and a little psychology. David Szetela shows you how to prepare for the job - collecting resources, looking at competitors, make comparisons, defining your benefits, and choosing the all important words and phrases that will lead to conversion.

Length: 24 min.

You will learn:

• What to look for when evaluating your competitors
• How to lay out a spreadsheet defining features and benefits
• Why your ad isn't supposed to get a sale
• The fundamentals of ad group keywords
• How to craft the perfect headline
• What you should lead off with in the first line of your ad
• Why the call for action belongs in the second line of your ad
• The critical elements of your display URL