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Advertising on Google: The High Performance Cookbook by Kristina Cutura

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Avoiding common ad copy mistakes

Many advertisers write ads that do not follow best practices and tend to get low clickthrough-rates. Keeping in mind common ad copy mistakes can help you avoid learning the hard way.

How to do it…

The following mistakes can hinder your ad performance:

  • Not using a call-to-action: Your ads should motivate visitors to take the next step and set the stage for what you would like them to do once they click on your ad.
    How to do it…
  • Using your company's name in your headline: Unless you are a prominent brand, your company's name in a headline is wasting space that you could be using to highlight your keywords or special offers. One of the ...

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