Should you bother rewriting your ads?

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http://marketingland.com/bother-rewriting-ads-208129

When it comes to paid search, there is a lot to optimize. Amidst all of the keywords, bidding and landing page refinements you have to do on a regular basis, it can be easy to wonder, “Does my ad copy actually make a difference?”

To make matters worse, there’s nothing exciting about tweaking ad copy. Redesigning a landing page is like creating a piece of art. Eliminating keywords can dramatically cut your cost-per-conversion. But ad copy? Does tweaking a word here or there really make a difference?

As it turns out, the answer is a resounding, “Yes!”

The fact of the matter is, you can have the best targeting and landing pages in the world, but if you’re showing the wrong ad copy to the right audience, no one is going to click on your ads. On the other hand, with the right ad copy, you can get more clicks and more of the right clicks on your ads.

[Read the full article on Search Engine Land.]

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