the art and science of ad copy testing
TRANSCRIPT
![Page 1: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/1.jpg)
#BingAdsWebcast
The Art and Science of
Ad Copy Testing
A creative and analytical framework for optimum ad copy performance
#BingAdsWebcast
![Page 2: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/2.jpg)
#BingAdsWebcast
MJ DePalma
SEM Pro Community Manager
Bing Ads, Microsoft
@mjdepalma
Frances Donegan-Ryan
SEM Pro Marketing Manager
Bing Ads, Microsoft
@francesdr
#BingAdsWebcast
![Page 3: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/3.jpg)
#BingAdsWebcast
Erin Sagin
PPC Evangelist and Community
Manager, WordStream
@erinsagin
Luke Alley
Director of PPC
Avalaunch Media
@LukeAlley
#BingAdsWebcast
Purna Virji
Sr. Bing Ads Training Manager
Bing Ads, Microsoft
@purnavirji
![Page 4: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/4.jpg)
#BingAdsWebcast
Purna Virji from Bing Ads’
Strategic framework for ad copy production
Ad Copy strategy mapped to the “Probability Conversion Formula”
Erin Sagin from WordStream’s deep dives into her top 3 Tips
Luke Alley from Avalanche Media’s top 2 Tips and his list of 26 ideas to jump start your testing
Here’s what
you’ll learn:
![Page 5: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/5.jpg)
#BingAdsWebcast
@purnavirji | | #BingAdsWebcast
Purna VirjiSr. Bing Ads Training Manager
![Page 6: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/6.jpg)
#bingadswebcast#BingAdsWebcast
Question
#bingadswebcast
![Page 7: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/7.jpg)
#BingAdsWebcast
The answers lie within
![Page 8: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/8.jpg)
#BingAdsWebcast
The answers lie within#bingadswebcast
![Page 9: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/9.jpg)
#BingAdsWebcast
Malcolm Gladwell
![Page 10: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/10.jpg)
#BingAdsWebcast
Malcolm GladwellJournalist, writer, speakerAwesome hair
![Page 11: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/11.jpg)
#BingAdsWebcast
Howard MoskowitzMarket Researcher, Psychophysicist
![Page 12: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/12.jpg)
#BingAdsWebcast
Make me a star!
![Page 13: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/13.jpg)
#BingAdsWebcast
![Page 14: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/14.jpg)
#BingAdsWebcast
sauces tested45
![Page 15: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/15.jpg)
#BingAdsWebcast
What people want might be something we haven’t even thought of.
#BingAdsWebcast
![Page 16: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/16.jpg)
#BingAdsWebcast#BingAdsConnect | #AskBingAds
SpicyPlain Extra chunky
![Page 17: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/17.jpg)
#BingAdsWebcast#BingAdsConnect | #AskBingAds
SpicyPlain Extra chunky
![Page 18: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/18.jpg)
#BingAdsWebcast
Extra chunky
The $600 million star, tried and tested
![Page 19: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/19.jpg)
#BingAdsWebcast
The $600 million star, tried and tested
How does this apply
to PPC ad copy?
#bingadswebcast
![Page 20: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/20.jpg)
#BingAdsWebcast
We can influence our search audience with smart, effective ad copy.
- @purnavirji
#bingadswebcast
![Page 21: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/21.jpg)
#BingAdsWebcast
How to tap into the psychology of decision-making
#bingadswebcast
![Page 22: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/22.jpg)
#BingAdsWebcast
1. Think like a lizard
22
![Page 23: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/23.jpg)
#BingAdsWebcast
The reptilian
brain that is
![Page 24: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/24.jpg)
#BingAdsWebcast
The "Human"
The "Mammalian"
The "Reptilian"
![Page 25: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/25.jpg)
#BingAdsWebcast
Pain
Fear
Emotion
Ego
Contrast
#BingAdsConnect | #AskBingAds
![Page 26: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/26.jpg)
#BingAdsWebcast
![Page 27: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/27.jpg)
#BingAdsWebcast
Calories per
transaction
6%
![Page 28: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/28.jpg)
#BingAdsWebcast
Store revenue
3%
![Page 29: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/29.jpg)
#BingAdsWebcast
Store revenue
3%
Pain
Fear
Emotion
Ego
Contrast
![Page 30: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/30.jpg)
#BingAdsWebcast
![Page 31: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/31.jpg)
#BingAdsWebcast
Apply the five principles
Pain Emotion Fear Ego Contrast
![Page 32: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/32.jpg)
#BingAdsWebcast
Pain
![Page 33: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/33.jpg)
#BingAdsWebcast
“Struggle to stay awake, focus at your
job? Try….” Pain
![Page 34: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/34.jpg)
#BingAdsWebcast
“Struggle to stay awake, focus at your
job? Try….” Pain
![Page 35: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/35.jpg)
#BingAdsWebcast
Think about the pain points of
your customers and use that to
your advantage.
Pain
![Page 36: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/36.jpg)
#BingAdsWebcast
Emotion
![Page 37: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/37.jpg)
#BingAdsWebcast
Emotion
![Page 38: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/38.jpg)
#BingAdsWebcast
Emotion
![Page 39: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/39.jpg)
#BingAdsWebcast
Credit: Margot DaCunha, Wistia
@chappymargot
Emotion
![Page 40: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/40.jpg)
#BingAdsWebcast 40
Think about what moves
your customer and use that
to build a connection.
Emotion
![Page 41: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/41.jpg)
#BingAdsWebcast 41
Fear
![Page 42: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/42.jpg)
#BingAdsWebcast 42
Just Do It. (FOMO)
Fear
![Page 43: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/43.jpg)
#BingAdsWebcast 43
The World on Time (FOMiD)
Just Do It. (FOMO)
Fear
![Page 44: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/44.jpg)
#BingAdsWebcast 44
Because I’m Worth It (FOTMA)
The World on Time (FOMiD)
Just Do It. (FOMO)
Fear
![Page 45: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/45.jpg)
#BingAdsWebcast 45
Fear
![Page 46: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/46.jpg)
#BingAdsWebcast 46
Fear
![Page 47: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/47.jpg)
#BingAdsWebcast 47
Think of what customers fear
or what they could miss out on
without your product.
Fear
![Page 48: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/48.jpg)
#BingAdsWebcast 48
Ego
![Page 49: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/49.jpg)
#BingAdsWebcast 49
“Only good parents bring their kids
to Disney.”Ego
![Page 50: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/50.jpg)
#BingAdsWebcast 50
“Only good parents bring their kids
to Disney.”Ego
![Page 51: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/51.jpg)
#BingAdsWebcast 51
Ego
![Page 52: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/52.jpg)
#BingAdsWebcast 52
Ego
![Page 53: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/53.jpg)
#BingAdsWebcast 53
Focus on the WIIFM.
Remember “You” not “Me”.
Ego
![Page 54: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/54.jpg)
#BingAdsWebcast 54
Contrast
![Page 55: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/55.jpg)
#BingAdsWebcast 55
VS.
Contrast
![Page 56: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/56.jpg)
#BingAdsWebcast 56
VS.
Contrast
![Page 57: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/57.jpg)
#BingAdsWebcast 57
![Page 58: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/58.jpg)
#BingAdsWebcast 58
Contrast
![Page 59: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/59.jpg)
#BingAdsWebcast 59
Contrast
![Page 60: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/60.jpg)
#BingAdsWebcast 60
Compare two or more brands
or products to highlight what
makes your product so good.
Contrast
![Page 61: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/61.jpg)
#BingAdsWebcast
Pretty cool, right?
![Page 62: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/62.jpg)
#BingAdsWebcast
2. Test the framing effect
![Page 63: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/63.jpg)
#BingAdsWebcast
1. 10% off or Free Shipping?
Ideas
![Page 64: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/64.jpg)
#BingAdsWebcast
1. 10% off or Free Shipping?
2. Lifetime Warranty or Free Service for Life?
Ideas
![Page 65: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/65.jpg)
#BingAdsWebcast
1. 10% off or Free Shipping?
2. Lifetime Warranty or Free Service for Life?
3. Save Big or Big Savings?
Ideas
![Page 66: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/66.jpg)
#BingAdsWebcast
Give yourself more characters to shine.
Make your URLs werk!
![Page 67: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/67.jpg)
#BingAdsWebcast
Title
Description
CTA
URL
Test framing
![Page 68: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/68.jpg)
#BingAdsWebcast
3. Test lively verbs
![Page 69: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/69.jpg)
#BingAdsWebcast69
![Page 70: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/70.jpg)
#BingAdsWebcast
Contacted Hit Bumped Collided Smashed
Sp
eed
, in
MPH
Word choice leads to higher perceived speed
31
34
3839
41
Word choices lead to higher perceived speed
![Page 71: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/71.jpg)
#BingAdsWebcast
e.g.
Rock these Cowboy Boots at <Storename>
![Page 72: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/72.jpg)
#BingAdsWebcast
4. Apply science
![Page 73: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/73.jpg)
#BingAdsWebcast
®
Probability of conversion
Clarity of the value proposition (why)
Friction ofelements of process
Motivation of the user (when)
Incentive to take action
Anxiety about entering
information
C = 4m + 3v + 2( i-f) -2a
Credit: Marketing Experiments
![Page 74: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/74.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Value Prop
![Page 75: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/75.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Value Prop
Quality
Low price
Selection
High Quality, Durable, Best Selling
Low Price Guarantee, Starting at
$10, Bargain, Wholesale Pricing
Over 5,000 items, Huge Selection
![Page 76: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/76.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Incentive
![Page 77: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/77.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Incentive
Discount
Freebie
Free shipping
Up to 50% off, Save Extra 25%
Free Whitepaper, Buy One
Get One
Free Shipping, Free Overnight
![Page 78: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/78.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Friction
![Page 79: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/79.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Friction
Quick turnaround
Return policy
Ease of use
Ships Within 1 Day,
Inventory Available
Free returns, 30 day
returns, no hassle
Within Minutes, Quick &
Easy, 3 Steps
![Page 80: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/80.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Anxiety
![Page 81: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/81.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Anxiety
Credibility
No hidden
fees
Time limit
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Highlight loss
vs. gainMissing Out, Don’t, Why
![Page 82: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/82.jpg)
#BingAdsWebcast
Let’s see this
in action.
![Page 83: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/83.jpg)
#BingAdsWebcast
Ad copy test #1
Bing Search Advertising®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.07%
$300 Of Free Ads on Bing®
Avoid Missing Another New Customer
Free Ads on Bing® & Yahoo! SearchAdvertising.Microsoft.com
6.75%
$300 Of Free Ads on Bing®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.17%
![Page 84: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/84.jpg)
#BingAdsWebcast
Ad copy test #1
Bing Search Advertising®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.07%
$300 Of Free Ads on Bing®
Avoid Missing Another New Customer
Free Ads on Bing® & Yahoo! SearchAdvertising.Microsoft.com
6.75%
$300 Of Free Ads on Bing®
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
6.17%
![Page 85: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/85.jpg)
#BingAdsWebcast
6.17%
Ad copy test #2
2.68%
6.75%
Online Advertising
Reach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo!
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
$50 Of Free Ads on Bing®
Bing® Online Advertising
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
Advertising.Microsoft.com
Online Advertising
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
2.63%
![Page 86: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/86.jpg)
#BingAdsWebcast
6.17%
Ad copy test #2
2.68%
6.75%
Online Advertising
Reach Millions of New Customers w/ $50 of Free Ads on Bing® & Yahoo!
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
$50 Of Free Ads on Bing®
Bing® Online Advertising
Reach Millions of New Customers w/ Targeted Ads Bing® & Yahoo®.
Advertising.Microsoft.com
Advertising.Microsoft.com
Online Advertising
Get Noticed Online With Ads on Bing® & Yahoo®. Get Started Now.
Advertising.Microsoft.com
2.63%
![Page 87: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/87.jpg)
#BingAdsWebcast
5. Turn Brainstorming into a Science
![Page 88: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/88.jpg)
#BingAdsWebcast
Three step process
Build foundation
![Page 89: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/89.jpg)
#BingAdsWebcast
Three step process
Build foundation Go crazy
![Page 90: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/90.jpg)
#BingAdsWebcast
Three step process
Build foundation Create adsGo crazy
![Page 91: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/91.jpg)
#BingAdsWebcast
1. Build the foundation
Need: Voice of the Customer
![Page 92: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/92.jpg)
#BingAdsWebcast
1. Build the foundation
Need: Competitive Intelligence
![Page 93: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/93.jpg)
#BingAdsWebcast
Focus Tactics Messaging
Value Prop Quality
Low price
Selection
High Quality, Durable, Best Selling
Low Price Guarantee, Starting at $10, Bargain, Wholesale Pricing
Over 5,000 items, Huge Selection
Anxiety Credibility
No hidden fees
Time limit
Highlight loss vs. gain
Since 1984, As Seen on TV, NY Times
No Booking Fees, One-time, No Minimum
Ends by Date, Limited Time
Missing Out, Don’t, Why
Friction Quick turnaround
Return policy
Ease of use
Ships Within 1 Day, Inventory Available
Free returns, 30 day returns, no hassle
Within Minutes, Quick & Easy, 3 Steps
Incentive Discount
Freebie
Free shipping
Up to 50% off, Save Extra 25%
Free Whitepaper, Buy One Get One
Free Shipping, Free Overnight
![Page 94: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/94.jpg)
#BingAdsWebcast
2. Go Crazy
Step Away from the Excel!
![Page 95: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/95.jpg)
#BingAdsWebcast
2. Go Crazy
Write it out, without worrying about word count.
![Page 96: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/96.jpg)
#BingAdsWebcast
3. Create final ads
Only work to refine at the end.
![Page 97: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/97.jpg)
#BingAdsWebcast
3. Create final ads
Don’t forget extensions!
![Page 98: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/98.jpg)
#BingAdsWebcast
Want to try it out?
![Page 99: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/99.jpg)
#BingAdsWebcast
http://aka.ms/BingACWorkbook
![Page 100: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/100.jpg)
#BingAdsWebcast
Erin SaginPPC Evangelist and Community Manager
WordStream
@erinsagin | #BingAdsWebcast
![Page 101: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/101.jpg)
#BingAdsWebcast
6. Leverage Urgency
#BingAdsWebcast
![Page 102: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/102.jpg)
#BingAdsWebcast
Word choice leads to higher perceived speed
Confession: I Hate This Dress
Why Did I Buy It?
![Page 103: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/103.jpg)
#BingAdsWebcast
Word choice leads to higher perceived speed
Confession: I Hate This Dress
Why Did I Buy It?
• Original price: $1,750
• My find: $109
• Discount: 94% off
• Number left in the
store: JUST ONE
![Page 104: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/104.jpg)
#BingAdsWebcast
How could I resist?!
#BingAdsWebcast
![Page 105: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/105.jpg)
#BingAdsWebcast
Fear of Missing Out (FOMO) > Rational Thinking
![Page 106: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/106.jpg)
#BingAdsWebcast
Word choice leads to higher perceived speed
Urgency Works
![Page 107: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/107.jpg)
#BingAdsWebcast
Word choice leads to higher perceived speed
But Countdowns Work Even Better
![Page 108: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/108.jpg)
#BingAdsWebcast
Word choice leads to higher perceived speed
But Countdowns Work Even Better
As sales come to a close (or
product supply diminishes),
CTRs and CVRs increase up to
3x!
![Page 109: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/109.jpg)
#BingAdsWebcast
7. Get Personal
#BingAdsWebcast
![Page 110: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/110.jpg)
#BingAdsWebcast
Humans Are Inherently Selfish
![Page 111: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/111.jpg)
#BingAdsWebcast
![Page 112: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/112.jpg)
#BingAdsWebcast
Identity-Based Targeting = Game
ChangerIdentity-Based
Targeting =
Game Changer
![Page 113: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/113.jpg)
#BingAdsWebcast
But searchers are anonymous…
![Page 114: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/114.jpg)
#BingAdsWebcast
Not quite…
![Page 115: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/115.jpg)
#BingAdsWebcast
Target By User Demographics!
![Page 116: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/116.jpg)
#BingAdsWebcast
Speak Directly to the Target Searcher -
Gender
![Page 117: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/117.jpg)
#BingAdsWebcast
Speak Directly to the
Target Searcher by
– Age
![Page 118: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/118.jpg)
#BingAdsWebcast
Even Better, Target People You Already
Know!
USER RETURNS TO YOUR SITE
![Page 119: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/119.jpg)
#BingAdsWebcast
Just don’t be a creep about it!
![Page 120: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/120.jpg)
#BingAdsWebcast
![Page 121: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/121.jpg)
#BingAdsWebcast
Just don’t be a creep about it!
![Page 122: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/122.jpg)
#BingAdsWebcast
https://aka.ms/thebingbus
![Page 123: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/123.jpg)
#BingAdsWebcast
Sway Prospects to Take the Plunge
![Page 124: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/124.jpg)
#BingAdsWebcast
Use Copy to Counteract Common
Objections
Consider: Why are
they hesitant to buy in
the first place?
Example: Free Returns
Within 30 Days!
![Page 125: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/125.jpg)
#BingAdsWebcast
Get More Out of Existing Customers
![Page 126: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/126.jpg)
#BingAdsWebcast
Get More Out of Existing Customers
![Page 127: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/127.jpg)
#BingAdsWebcast
Highlight Complementary Packages
Example: Love your
new smartphone? Buy
a case to protect it!
![Page 128: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/128.jpg)
#BingAdsWebcast
Luke AlleyDirector of PPC
Avaluanch Media
@LukeAlley | | #BingAdsWebcast
![Page 129: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/129.jpg)
8. Feature Testing
#BingAdsWebcast
![Page 130: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/130.jpg)
#BingAdsWebcast
Free Custom 3D Builder
![Page 131: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/131.jpg)
#BingAdsWebcast
Free Minecraft 3D Maker
www.clientsite.com/minecraft
Create Your Own Custom World.
Easy to Use. No Downloads. Try now!
Custom Minecraft Maker
www.clientsite.com/minecraft
Build Your World Faster. For Free!
Easy to Use. No Downloads.
Feature Battle – Free VS Custom
![Page 132: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/132.jpg)
#BingAdsWebcast
Free Minecraft 3D Maker
www.clientname.com/minecraft
Create Your Own Custom World.
Easy to Use. No Downloads. Try now!
Custom Minecraft Maker
www.clientname.com/minecraft
Build Your World Faster. For Free!
Easy to Use. No Downloads.
Custom Wins!
6.08%
7.28%
![Page 133: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/133.jpg)
#BingAdsWebcast
Understand Psychology of Customer Better
![Page 134: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/134.jpg)
9. Does grabbing their attention work?
#BingAdsWebcast
![Page 135: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/135.jpg)
Presentation-ception!
#BingAdsWebcast
![Page 136: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/136.jpg)
#BingAdsWebcast
![Page 137: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/137.jpg)
#BingAdsWebcast
Learning LessonsControlRealtor Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
Our Presentations Suck
www.avalaunchmedia.com/Realtors
Just Kidding, they’re the Best!
Seen on Forbes, CNN & NYT. Call Us.
Top Listing Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
5.60%
5.21%
8.38%
Stand Out
Authority
![Page 138: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/138.jpg)
#BingAdsWebcast
Focus on Client Pain PointsControlRealtor Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
Our Presentations Suck
www.avalaunchmedia.com/Realtors
Just Kidding, they’re the Best!
Seen on Forbes, CNN & NYT. Call Us.
Top Listing Presentations
www.avalaunchmedia.com/Realtors
Creative & Fully Customized Designs
We Know What Works, Call Us Today
5.60%
5.21%
8.38%
![Page 139: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/139.jpg)
10. Compete!
#BingAdsWebcast
![Page 140: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/140.jpg)
Have all the good ads been written?
![Page 141: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/141.jpg)
#BingAdsWebcast
Make ad writing FUN again!Control
![Page 142: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/142.jpg)
#BingAdsWebcast
Make it a competition.Control
Build Your Toy Hauler
www.clientsite.com/Toy-Hauler
Prices Starting at $11,999. Build
Your Toy Hauler Online, Free Quote!
New 2016 Toy Haulers
www.clientsite.com
$11,999 Create Your Own Toy Hauler
Start Customizing & Get Free Quote!
New 2016 Toy Haulers
www.clientsite.com/Toy-Hauler
Prices Starting As Low As $11,999.
Customize Yours Online. Free Quote!
2016 Toy Haulers
www.clientsite.com/Toy-Hauler
Starts at $19,999. Get a free quote
Bumper pulls, fifth wheels, etc.Toy Haulers For Sale
www.clientsite.com/Toy-Hauler
Save now on Custom Toy Haulers.
Build your Toy Hauler Online Today!
![Page 143: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/143.jpg)
#BingAdsWebcast
Make it a competition.Control
Build Your Toy Hauler
www.clientsite.com/Toy-Hauler
Prices Starting at $11,999. Build
Your Toy Hauler Online, Free Quote!
New 2016 Toy Haulers
www.clientsite.com
$11,999 Create Your Own Toy Hauler
Start Customizing & Get Free Quote!
New 2016 Toy Haulers
www.clientsite.com/Toy-Hauler
Prices Starting As Low As $11,999.
Customize Yours Online. Free Quote!
2016 Toy Haulers
www.clientsite.com/Toy-Hauler
Starts at $19,999. Get a free quote
Bumper pulls, fifth wheels, etc.Toy Haulers For Sale
www.clientsite.com/Toy-Hauler
Save now on Custom Toy Haulers.
Build your Toy Hauler Online Today!
3.83%
4.40%
3.5%
5.33%
4.71%
![Page 144: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/144.jpg)
#BingAdsWebcast
Easy-peasy setupControl
1. Compile client info; previous ad copy, USP, offers, etc.
2. Determine the goal (CTR, CPA)
3. Track who wrote what
4. Crown the champ!
![Page 145: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/145.jpg)
What if I run out of ideas?
![Page 146: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/146.jpg)
26 Ad Copy Ideashttp://avalaunchmedia.com/infographics/26-ideas-for-
split-testing-ppc-ads/
![Page 147: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/147.jpg)
![Page 148: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/148.jpg)
Try Something New!
![Page 149: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/149.jpg)
#BingAdsWebcast#BingAdsConnect | #AskBingAds
![Page 150: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/150.jpg)
#BingAdsWebcast
Q
A#BingAdsWebcast
![Page 151: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/151.jpg)
#BingAdsWebcast
Join us next time… July 7, 2016 @11am PDT
https://aka.ms/datafeedwebcast
![Page 152: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/152.jpg)
#BingAdsWebcast
Thank you!
![Page 153: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/153.jpg)
#bingadswebcast
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other
product names are or may be registered trademarks and/or trademarks in the U.S.
and/or other countries.
The information herein is for informational purposes only and represents the current
view of Microsoft Corporation as of the date of this presentation.
Because Microsoft must respond to changing market conditions, it should not
be interpreted as a commitment on the part of Microsoft, and Microsoft cannot
guarantee the accuracy of any information provided after the date
of this presentation.
Microsoft MAKES NO WARRANTIES–EXPRESS, IMPLIED, OR STATUTORY–
REGARDING THEI NFORMATION IN THIS PRESENTATION.
![Page 154: The Art and Science of Ad Copy Testing](https://reader031.vdocuments.net/reader031/viewer/2022022202/588400ce1a28ab884b8b5871/html5/thumbnails/154.jpg)
#bingadswebcast
© 2016 Microsoft Corporation. All rights reserved. Microsoft, Windows, and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries.
The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be
interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.
MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.