Ad copy can make or break a pay-per-click campaign. It's important to remain concise because search engines only allow 25 characters in each headline and 35 characters in each of the two lines of
descriptions. This means text needs to remain relevant. It's also important to track the performance of ads and respond to changes in the data immediately.
Tom Demers provides instructions on testing headlines, dynamic keyword insertions, and getting clicks. He suggests moving away from keyword cramming and offers up a slew of alternatives. There's also a lot to consider after creating ad text, such as display URLs and testing benefit statements.