Typically, most people viewing your ad are looking for signs that clicking on your ad is a logical decision. They may not realize what they are doing, but they are basically looking for questionable or misleading advertisements. Luckily, passing this logical test is fairly easy – provided you know what your audience is looking for. For example, let's say you run a company and your CEO has decided that the company needs project management software. She tasks you with finding a solution, so you Google “project management software”: Since your boss expects you to find a reliable,

high-quality solution, you're not looking for an ad that "looks right to you." You run a gut logic check on each of these ads. While price is likely a factor in your long-term decision, chances are what you're looking for in your initial search is a product with a proven track jewelry retouching service record that's also easy to learn and use. And look at that! Each of these announcements addresses these points to one degree or another. "Preferred by 1.5 million users." Sounds like a proven experience to me. "Powerful and very easy to use."

Well, that hits the “easy to learn and use” concern on the head. “7,000,000 people have tried Smartsheet.” Another big balance sheet claim, it seems. Depending on exactly where your priorities lie, one of these ads may set you apart, but assuming your track record and usability are your top priorities, which ad do you think you'll click on? Chances are you'll choose ad #2. After all, neither ad #1 nor ad #3 mention ease of use. Ad #2 mentions both ease of use and a proven track record ( "Powerful and very easy to use" in the title and "Proven over 15+ years of real-world use " in the subtitle).