We have some policies about writing ads which we follow as a company, based mostly on my own research, experience, personal bias, and stick in the mud opinions.  Even so, as a company, we continuously search for ways to improve ad text.  Last week we took the opportunity to run some of our own standards by some experts at Google.  Some of their replies were enlightening . . .

Last week I was speaking with a smart guy at Google, and he advised me that one of our accounts included keywords with zero impressions.  At first this didn’t make much of an impression on me . . .