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What Works When Writing Paid Search Ad Copy

Some marketers view writing paid search ads as an art form. After all, the add must attract the person searching for content in few words, and get them to click through to a landing page for more information. Bethany Bey serves up insights into what works in an ad's headline and body copy -- as well as why -- citing a few examples. Aside from click-through rates, she highlights conversion rates.

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