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The text content of an advertisement, designed to capture attention, communicate value, and persuade the viewer to take action.
Effective ad copy follows proven frameworks like AIDA (Attention, Interest, Desire, Action) or PAS (Problem, Agitate, Solution). For search ads, it must include the target keyword, a clear benefit, and a strong CTA within strict character limits. For social ads, it should stop the scroll with a hook, address a pain point, and provide a clear next step. A/B testing different headlines, descriptions, and CTAs is essential for optimizing ad performance.
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