Hundreds of millions of people search the Internet daily for help on how to do thousands of different tasks, such as fixing up a home, buying a boat or prepping for the next job interview. This is why “How To” ads and editorial work well on the Net. “How To” also works well in search marketing because people are apt to search for “How do I …” Keep this in mind when writing your ad or editorial copy. You may be giving answers, but people more often search in the form of a question, fully or partially phrased.
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