To justify adding to the department headcount, Choi cites the myriad ways a pro
copywriter can pump up the bottom line, including increased CTRs and conversions. The right copy not only can boost clicks, it can entice searchers to follow through and make a purchase on the
homepage. Well-written copy also serves to raise an ad's (and its corresponding ad group's) Quality Score.
Lastly, adding a professional copywriter to the search team can help make the entire department more efficient, as it allows strategists and account managers to focus on what they do best--and not worry about coming up with catchy, keyword-rich taglines.