A comprehensive keyword list is just one component of a successful paid search campaign (albeit, a very important one). You also need great ad copy to attract qualified visitors that convert. Mark Evans shows you the techniques used by experienced paid search marketers to pull in visitors and make them into customers.

Paid Search Workshop: February 19, 2009

Length: 51 min.

You will learn:

• Why PPC ads are great for branding
• Why phone numbers may increase ppc conversion rates
• How to utilize dynamic keyword insertion
• Why you should always be running ad copy tests
• The process for developing effective ad copy
• Why you should write ads with different themes
• How to filter out searchers that are unlikely to convert
• Best practices for display URLs
• How to properly a/b test ad copy

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