You can learn a lot by looking at other people’s ads. If you notice that a certain website always bids at the top spot, you can rest assured that they are making some money.
Take note of the phrases they are using in their ads. If they’ve been running their campaign for any length of time at all, the chances are good that they have been testing their click through rate as well as their conversion rate.
No — you don’t want to copy what they are doing, but there is nothing wrong with learning from successful people. Take ideas, and change them to make them your own.
There are always ways to improve on what is already working.
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