If you’ve never heard of Mark Pocock and his website, case-studies-in-advertising.com, it’s about time you did.

The guy is one hell of a copywriter (the best you can hire this side of the Atlantic, in my opinion) – which is no surprise considering his mentor is the copywriting legend, David Garfinkel.

In fact, he’s so damn good at writing direct mail pieces and websites, one mailing for a client generated a 64% response rate. That’s 32 times better than the measley industry average of around 2%.

Yeah, I told you he was good.

Anyway, I was flattered when Mark asked if he could interview me about pay per click marketing for his blog, case-studies-in-advertising.com.

He fired a series of questions over that stopped me in my tracks.

Why? Because I can get so deep into Adwords geeky stuff, I lose track of where other people are at sometimes. So these questions dragged me up out of my spreadsheets and got me to re-address the basics.

Here’s a taste of what Mark asked me:

• What are the most common mistakes you see in a person’s PPC campaign?
• What can a PPC person do to improve their Click Through Rates?
• What’s the most important thing a newbie to PPC should bear in mind when they set up their Google account for the first time?
• Name 3 ways people can reduce their cost per click?
• What’s the biggest difference you’ve seen in managing a new client’s Adword account?
• How should someone choose a PPC management company?
• What’s the biggest difference you’ve seen in taking over a PPC campaign until you’ve got one running efficiently as you’d like it?
• Any tips on writing great PPC ads? Where do you get ideas for writing effective PPC ads?
• What words have you found most effective in your PPC ads?
• Is there any difference in registering your campaign in the US and the UK?
• How can people avoid the Google Slap?

You can find the answers in the interview on his blog here.

And whilst you’re there, check out his other posts too. You’ll learn a boat load about direct response advertising and how to apply these proven methods to boost your business.

Enjoy!

~George

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