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Econsultancy debate copywriting in digital

Its good to see this debate about the role of the craft of copywriting....

www.econsultancy.com/powerful-verbs

The art of creativity is starting to play a greater role in AdWords. But we have to be careful as AdWords is a unique medium, where usually the audience is actively searching for what is being promoted and so a different kind of "sell" is required compared to what is required in a more passive medium. This impacts on word selection but this is a challenge understood by professional, seasoned, copywriters.
By Paul Booth

Paul is the Chief Executive Officer of The ATO Co, which delivers ATO AdWords copywriting for UK-only and international brands in over 80 countries around the world.