- Copy is a 2nd-order effect.
- Bad copy hurts more than good copy helps.
- Ad copy is disproportionately interesting to senior management.
- Copy should sell you, not the SKU.
- Click-through isn't conversion.
- When testing ad copy for conversion, use duplicate-adgroup design.
- Use stats to distinguish signal from noise.
- Test shouts, not whispers.
Full article at SEL: Eight Essentials For Crafting Killer Paid Search Ad Copy