Paid-Search Ad Copy Basics

Bryan Watson runs through the basics for writing paid-search ad copy based on requests from readers and a survey. He suggests starting by identifying relevant keywords in ad groups and mining the data compiled from the last couple of weeks or months to find those that produce the most traffic. Aside from walking through the basics, he provides a few important reminders -- for example, don't forget the headline appears in bold and will generally produce the most attention; be aware that the description line is 70 characters, so forget writing and posting a book or poetry; and be concise, short and sweet.
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Tags: search
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