Google AdWords ad text copywriting training

Big thinking for small ads

ATO, which stands for Ad Text Optimization, is specialist copywriting for brands on the Google AdWords platform. The training builds on Google best practice and includes:
  • Direct response copywriting techniques
  • Brand copywriting and tone of voice
  • Selling strategies
  • Behavioural economics insights and trigger words for AdWords
The ATO Co runs group workshops for PPC professionals and is an approved CPD trainer for the IPA.

ETAs – Expanded Text Ads

ETAs (Expanded Text Ads) increase the copy real estate of AdWords ads by over 50%, putting ad text copywriting at the heart of performance and ROI.

The introduction of ETAs also marks a shift from AdWords being purely transactional to becoming a medium where leveraging brand communication and creatively integrating with other brand activity can significantly affect results.

Who is the training for

PPC professionals in media agencies, digital agencies and client companies.


  • Increases the potential for optimum performance/ROI
  • Exploits the ETA opportunity and opens up new testing opportunities
  • Makes ad text copywriting easier and less time consuming
  • Earns you CPD points from The IPA

Training professionals

The workshop is led by Bob Maddams, a highly experienced copywriter (CDP, Ogilvy & Mather, M&C Saatchi) who is also the co-founder of The ATO Co and a qualified media skills trainer.

Approved IPA CPD Training Company

The expert opinion

Patrick Collister, Creative Director of Google Zoo, talks about the future of AdWords copywriting