Because space is extremely limited in these types of ads, I chose a sentence fragment style in order to pack in lots of relevant information. This also keeps it casual—which is ideal for this audience. The reader learns the benefit quickly and is put at ease learning about a guarantee and the company’s credibility. The copy is snappy, making a quick click an easy next step.
The goal was to create a Google ad for a test prep course aimed at high schoolers and their parents. It was for a free trial of the program. The challenge was to persuade the audience—within the allotted character count—to click on the ad.
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