David Szetela lays out the underlying principles of direct-response advertising from both a creative and practical viewpoint. While your success depends on your ability to persuade people to take action by using just a few well chosen words, it also depends on testing and data analysis. You'll come away with an appreciation for the artistic and scientific nature of PPC.

Length: 11 min.

You will learn:

• The 4 key concepts of advertising
• Why that which doesn't help, hurts
• Why it's so important to test your campaigns
• The Components of a successful PPC campaign
• How keywords differ between search and content campaigns
• Why you need to pursuade the reader in 145 characters or less
• The 3 things your ad needs to communicate
• How to set a threshold for your bid pricing
• The 3 distinct goals of PPC campaigns
• The market share of the big three players