Want to know how to write better ads for your PPC campaign? Simple. Read David Oglivy's classic: Confessions of an Advertising Man. Even though Ogilvy died before Google ever served an ad, his advice is spot on, and just as applicable today as it was back in 1965.

• Every headline should appeal to the reader's self-interest.
• Include your selling promise in your headline.
• You should always include testimonials in your copy.

¶ 5/17/2005