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The ad writing tips are good. A great way to really boost your ctr is to look at the competition and make your ad different. If they're all trying to appeal to your desire to save money, like everyone telling you how much of a discount you get or whatever, then you appeal to them on an emotional level, and vice versa. If they all say "save 30%" or "5.99 free trial" you say "feel awesome" etc
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