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Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

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Chapter 4: Writing Ads That Earn Clicks and Pay You Back

In This Chapter

check.png Understanding the structure of ads

check.png Writing compelling ads

check.png Testing ads

check.png Determining which ads are successful

Ad copy is a two-second chance to catch a searcher’s attention, so clearly, your ads need to grab and keep a reader’s attention.

In this chapter, you find out how to create pay-per-click (PPC) ads that are not only catchy and retain attention, but also catch the attention of the kinds of users you want to bring to your site and cause desired behaviors, such as purchases, downloads, or page views. (For more information on PPC in general, refer to Chapter 1 in this minibook.)

Working with PPC Ads

A PPC ad is made up of the following elements:

Headline

Body

Display URL

Destination URL

Each component should be constructed carefully and separately, yet all the parts should flow together as a whole. In the following sections, you find tips for writing each part. (For more details, see the section “Writing PPC Ad Copy,” later in this chapter.)

Creating the headline

Your headline is the most important ...

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