I know my business; this is the ad copy that sells my product.
There is no guarantee that the same tagline that has worked in your direct mail or billboard campaign will translate into the best paid search ad copy. We only have 95 characters of text to pitch your product or service to a potential customer viewing a search results page. We make no assumptions that "Fast Shipping" is better than "Huge Selection," or that a "Free Quote" is better than a "Fast Quote." Thus, we approach each campaign differently, using our breadth of experience and endlessly tested best practices to figure out which combination of factors results in the highest performing ad. Ad copy optimization boils down to "test, compare, and repeat."