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Eight Observations On PPC Ad Copy

From our SEL column, here are eight observations about writing and testing pay-per-click ad copy. They're broad generalizations, but we've found them generally accurate.
  1. Copy is a 2nd-order effect.
  2. Bad copy hurts more than good copy helps.
  3. Ad copy is disproportionately interesting to senior management.
  4. Copy should sell you, not the SKU.
  5. Click-through isn't conversion.
  6. When testing ad copy for conversion, use duplicate-adgroup design.
  7. Use stats to distinguish signal from noise.
  8. Test shouts, not whispers.
Full article at SEL: Eight Essentials For Crafting Killer Paid Search Ad Copy quality vs effectivess of ppc copy
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