There is a classic scene in the movie Roxanne in which Steve Martin takes a bet that he can come up with 20 better ways to insult himself than just saying “Big nose.” While trying to work on copy for ads, it struck me that PPC optimization, or optimizing ad copy, is a lot like this. Optimization is a word often thrown around by marketing experts nowadays, possibly motivated by feelings of inadequacy next to online tech rockstars.

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