Whitepapers and Presentatons

The Ben Ten - October 2004 - Ten tips to optimize your Google AdWords campaign from Ben Padnos, co-founder of BetterPPC

Creative: The Last (and Best) Frontier - October 2004 - Creating and testing ad copy can improve ad response rates dramatically. This article describes the basics of writing and testing to generate the best copy.

Presentations

It's All About Testing The Copy - December 2004 - Presentation made at Search Engine Strategies (SES), Chicago 2004. "Creating Compelling Ads and Landing Pages" session.