Do your ads use the same language your audience would use if they were talking about the subject of your ad? If you’re speaking another language, or “missing the mark” with the approach you’re employing, you’re leaving money on the table.
PPC copy does well when it mimics the words used by the person conducting a search. Solo email subject lines need to resonate with the recipient or it’s delete city for that solo email. The same is true in all media. It’s just online, you see the results right away. That’s a good thing because then you can instantly adjust until you hit your mark. LC