1. Visit a search engine and find some examples of PPC advertisement copy. Evaluate the different types of copy and how they are written. Do you think they are effective for the keyword used? Find an example of one that may not be effective. Indicate how you would rewrite the copy so that it would perform better. 2. Why should users dictate your content? List some ways that users needs determine content. 3. Should you use standard conventions when designing a Web site? Why or Why not?