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Jbrookins - 7:14 pm on May 7, 2003 (gmt 0)
As for good copy, there are several online resources that have tested and have information available on specifically that. Doing research online is an invaluable resource. As for good text, we've found that a "transparent marketing" strategy works very well. Tell the users exactly what they're going to see and you get lots of qualified traffic. Combined with a healthy dose of negative keywords, you can get great click-thru rates without having to use hype. I like to use OV and Google's keyword suggestion tools as "negative keyword suggestion tools" instead (:
You'll find that Google is a bit picky. I've had ads disabled for using the word "Top in..." when it was verifiable that the product or site in question was exactly that. Avoid those words.