Employing Themes That Get Clicks
An ad copy has three lines where you can be very creative: the headline and the two description lines. (You can be creative with display URLs, but there’s a limited amount of creativity possible.)
The Headline This is generally used to captivate the audience. The headline should draw the consumer’s eye so they read your two description lines. You can use the headline as a benefit or feature line as well; it does not always have to be a line to draw the eye.
The Two Description Lines These are your chances to show off two different aspects of your products or services. These description lines could be benefits, features, prices, USPs, etc.
No matter how you choose to use these three lines, there is a maximum number ...
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