Ad text optimization (ATO) is the process of improving the performance of a text Pay Per Click (PPC) Advertisement on search engines by improving its Click Through Rate (CTR) performance both in terms of volume and quality of response, that is “more buyers, less browsers”.
ATO is an element of Search engine optimization, where the subject is discussed in greater detail.
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.
ATO can play a key role in increasing a PPC ad’s Quality Score, and Google publishes its overview of ATO on its elearning centre, saying that “ad text plays a crucial role in determining the success of your AdWords advertising.
Recently in the UK, PPC Ads have come under the scrutiny of the Advertising Standards Authority (ASA).