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I want to share a technique I have been using with regards to testing PPC ads to find the ads that work best for me. I posted this on SEO Moz because I wanted to highlight the importance of testing the different elements within a PPC ad rather than the ad as a single entity. I also think there is mileage in using PPC data to influence the content of Meta Descriptions which are often displayed as snippets or extracts in the Organic Search Results


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