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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 40. Start at the ad: CTR improvement with better creative

They don’t call ads “creative” for nothing. Better descriptions provide buyers with a better user experience. If more people who see your ads click on them, it’s an immediate campaign volume multiplier. In Google, if new creative is more compelling and gets a higher CTR, you’ll get more volume due to an increased conversion from impression to click and a higher position at the same CPC. Alternately, your current position might become less expensive due to the Google AdWords “bid x CTR” method of ranking ads in search results.

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