All too often we see excessive language in pay per click advertisements. Characters are limited, so it’s important to make the most out of what you’re given. There’s no room for excess information! Unnecessary information could include elements such as empty adjectives or clichés. Using words such as “Great” or “Quality” without adding an incentive does not draw the consumer in or make your ad copy stand out. A more effective use of characters would be to stress the more important aspects of your deal such as “Free Shipping” or “Overnight Delivery”. Location, phone number, and contact information for your company or service is also information that can be saved for integrated ad extensions or displayed through a Google Places Ad. You only get 2 description lines- Use them wisely!