There is no guarantee that the same tagline that has worked in your direct mail or billboard campaign will translate into the best PPC ad copy. We only have 95 characters of text to pitch to a potential customer viewing a search results page. We make no assumptions that "Fast Shipping" is better than "Huge Selection" or that a "Free Quote" is better than a "Fast Quote." Thus, we approach each campaign with a breadth of experience and best practices of what has worked elsewhere, and then we test, test, and test again to figure out which combination of factors results in the highest performing ad. Ad copy optimization boils down to "test, compare, and repeat."
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