Some search marketers shy away from using industry-specific lingo or acronyms in their paid search ad copy - but in some instances, shortcuts can get right to the point (especially with character
limits) and boost ROI.
To be clear, Slegg advocates multiple copy choices -- for example, using "PPC" for one ad, while using "paid search advertising" in another -- to cast a wide
enough net for both savvy and novice searchers. She also cautions against being too liberal with jargon, but urges search marketers not to forget certain shortcuts during their PPC copy writing
process.
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