Ad text optimization

Ad text optimization (ATO) is an element of search engine optimization which aims to improve the performance of a pay-per-click (PPC) text advertisement by improving its click-through rate performance. The process operates both in terms of volume, and quality of response; that is, "more buyers, less browsers".

According to Search Engine Journal, "AdWords text ads are small and in some ways unassuming – when you think about testing landing pages it's obvious that there are elements that could make a big impact, but it's sometimes less intuitive that ad text tests can and often do have an equally big impact on results."

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