Writing ads for the Web: learn Pay Per Click

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Writing Pay Per Click (PPC) advertising is a fundamental Web writing skill. However, your PPC ads don’t stand alone: they lead clickers to landing pages, which need to answer the clickers’ questions immediately.

“How to Write Ad Texts that Promise and Landing Pages that Deliver” asks:

In 70 characters or less, how can you answer their [the searchers’] question? The truth is, it may not be possible to fully answer their question and respond to the searcher’s needs.

You can’t answer their questions in 70 characters; that’s the job of your landing pages.

I write landing pages first, and then write the PPC ads which are to be used only with that particular page.

The pairing of landing page + specific PPC ads is vital, otherwise the advertiser is wasting money, getting too many clicks of unqualified prospects.

To learn the fundamentals of PPC, there’s no better way than the hands-on method - using your own money. Develop your own PPC landing page and ads to sell something (even if it’s only an affiliate product), and experiment. With PPC, nothing beats your own hands-on experience.

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