When it comes to gut feel, creating vivid mental images and positive associations with your ad copy starts to carry the day. It?s the subtleties of mental images and emotional associations that determine winning and losing PPC ads.
Source: http://feeds.searchenginewatch.com/~r/sew/~3/JSSKzmOKkYc/The-Power-of-Positive-PPC-Ads-and-Attitude
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