Writing Effective Ads
Once your granular ad group organization is completed, it is time to think about the content of the ad copy. There are many ways of writing ad copy, some of which we will revisit in Chapter 15 when we discuss ways of testing different ad copy messages to see which are more effective.
Note: If you have a dozen ideas for ad copy, which one is best? There is no way to know without running a test to find out which ad has a higher conversion rate or click-through rate (CTR). Split testing is essentially testing multiple elements (such as ad copy or landing pages) to find out which one is the best for your business.
Ad copy must ...
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