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Web marketing experts that don't tell you to write effective ad copy are bona fide quacks. Don't trust any so-called sure-fire Internet marketing strategy that tells you to forget ad copy and focus on bidding on the #1 keyword listing on Overture, Kanoodle, etc.
Strategic Internet marketing depends on crisp, active, benefit-laden, keyword-rich ad copy. If you can write ad copy that makes, say, tire irons sound like a must-have and includes the keyword “tire iron” that you've just bid on in the PPC search engine, you've just unleashed an Internet marketing tool equal to buying the most sought-after Overture keyword. Ad copy gives you a particular advantage when designing your Google AdWords, since the AdWords Internet marketing model depends on…you guessed it…words. Make that ad copy sing and your PPC campaigns will thank you.