Google Tip of The Day – How Search Ads Work

Most likely you have already come across Google ads while searching for the perfect gift for your mom, the best holiday trip deal or the best coffee recipe. If you ever have wondered how Google decides on which information to show watch this short video.



Creating Great PPC Ads Slides

In order to broaden my knowledge in the field of online marketing I decided to join the PPC Market Motive course with Faculty Chair David Szetela. Online advertising expert David Szetela is currently president of music startup He was also recently voted Top PPC Expert by a poll of several thousand PPC advertisers.

If you want to get started with PPC I recommend you go trough first the slides below before you can find my previous blog posts to this topic with relevant case studies.

Do you find this blog post useful? Just let me know;-)

PPC Training – Creating Great PPC Ads

The Headline – The Most Important Characters

Headlines work best when the search term is included. Include 2 or 3 of the same keywords in each ad group as well as modifying words that might correspond to the way people search.

Consider the following keywords in your ad group:

  • modern design
  • modern jewelry design
  • design jewelry
  • modern designer

Claude Oggier

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PPC Training – Creating Great PPC Ads

Writing great ad copy

Writing compelling ads is key if you want to succeed with your PPC campaigns. Let me share with you some key points you shouldn’t miss when writing your ad copy.

  1. You have to talk directly to the readers. Use words like “You” or “Your”. People respond better when you satisfy the searcher’s need or desire.
  2. Use Capital Case. Capitalize the first letter for each significant word and you’ll see an increase in your ad performance.
  3. Headlines work best when the search term is included.
  4. Your ads should emphasize the benefits of your offering.
  5. Tell people to take action. Don’t assume that people know what action you want them to take next. Be explicit and spell it out for them.


Great PPC Ad Copy Example

Up to you now to persuade me to take the action you want me to do;-)

Related article:

Using PPC Ads to Fine Tune Your Organic Ad Copy

Claude Oggier

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PPC Training – Creating Great PPC Ads

The Fundamentals of Ad Group Keywords

Sorry for being late with my post. I have been working hard on setting up a new campaign and putting in place best practices from Faculty Chair David Szetela at Market Motive.

Initially when talking about the fundamentals it includes to understand that your ad’s objective is to GET THE CLICK.

Ad Group Keywords

An ad group’s root keywords are the ones that represent the core theme of the ad group. The other keywords in the ad group should include these root keywords.

Ad Group Example: “jewelry design”

Root Keywords:

  • Modern jewelry design
  • Jewelry art design
  • Professional jewelry design
  • Fine jewelry design
In my next post I will share with you some best practices when it comes to writing your Ad Copy.

Claude Oggier

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