Whether you’re launching display ads or search ads, copy is a critical part of your PPC strategy. Without some compelling, must-click ad copy, it’s challenging to earn the kind of results you want from your paid search campaigns. If you stick with ordinary, unoriginal copy, it doesn’t motivate users to click.
You can expect the same results with over-the-top copy that complicates your products and services with buzz words. That’s why you need to strike a balance between original and creative. In addition, you also need to A/B test your ad copy.