• PPC Hero, Tuesday, April 7, 2009 4:15 PM

Testing ad copy means reviewing performance statistics, determining the benefits, and developing calls-to-actions that drive the best click-through and conversion rates. John writes that testing the text of an ad is one of those tedious tools/tasks that can quickly become a pay-per-click manager's friend.

John provides a list of must-reads to get the basics in testing ad copy. Don't create the ads and walk away assuming everything will work as planned. "Nobody can instantly understand all of the nuances of a keyword (or group of keywords) and its competitive landscape, and write the perfect ad from the get-go," he writes.

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