February 22, 2009 by Matt Thomas
One thing you can do is put bullet points in front of each line of your ad. We had a brief go at this, and it gets through, even better, there’s almost nobody else on the Internet doing it. Therefore, obviously the CTR is liable to be much higher with these ads.
There are many other things you can do, probably too many to mention here, just play around with the character map and see what you can get away with. Obviously, not all symbols will work in AdWords but it’s something to try when you have a spare minute.
Remember, the aim is to make the ad stand out without changing the meaning of the words, don’t pile in punctuation and symbols that make the sentences hard to understand or, even worse, change the meaning of the words. Also, don’t get too attached to your text ad however, the likelihood is that as soon as a human editor checks it they will delete it. However, there are a lot of ads on the Internet and not a lot of checkers, by the time they get around to manually checking your ad it may well be time to update it.
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