{"id":3731,"date":"2023-03-21T10:06:14","date_gmt":"2023-03-21T10:06:14","guid":{"rendered":"https:\/\/datarevolt.agency\/?p=3731"},"modified":"2023-03-21T10:06:14","modified_gmt":"2023-03-21T10:06:14","slug":"performance-marketing-designated-copywriting-10-aspects-to-consider","status":"publish","type":"post","link":"https:\/\/datarevolt.agency\/ro\/performance-marketing-designated-copywriting-10-aspects-to-consider\/","title":{"rendered":"Performance marketing designated copywriting? 10 aspects to consider"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">If you only have one minute:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Performance Marketing Campaigns have redefined the way we approach copywriting and its functions<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The main driver that led to these ongoing changes is Google<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There are some aspects that make life a bit more complicated for copywriters online<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Technical aspects and the limits of the mediums of communication have a strong impact in the final \u201dproduct\u201d\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The role of creativity alongside persuasion is up for discussion, for it rearranges some <\/span><i><span style=\"font-weight: 400;\">status quo<\/span><\/i><span style=\"font-weight: 400;\"> type of concepts<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h2><b>Why do we address this issue?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The widely accepted definition of copywriting is based on some axiomatic notions &#8211; <\/span><i><span style=\"font-weight: 400;\">obvious<\/span><\/i><span style=\"font-weight: 400;\"> and <\/span><i><span style=\"font-weight: 400;\">undebatable<\/span><\/i><span style=\"font-weight: 400;\">. The vast majority of those who write advertising texts know what copywriting is. If you need to check your knowledge, <\/span><a href=\"https:\/\/jacobmcmillen.com\/what-is-copywriting-definition\/\"><span style=\"font-weight: 400;\">here<\/span><\/a><span style=\"font-weight: 400;\"> are some general definitions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The question I\u2019m exploring in this piece wants to shed a new light on the topic, but in a more concrete way: so I wonder if the same definitions and rules on copywriting apply when we write for Pay-Per-Click and performance marketing.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The hypothesis we\u2019re going to check together is that things differ, so I tried to sum up what still holds and what doesn\u2019t, in the digital mediums.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Note: I don\u2019t believe things are settled in this discussion, and arguments against the working hypothesis can surely be found. But the debate in itself should be useful.\u00a0<\/span><\/i><\/p>\n<h2><b>1\/ 3 main ideas associated with copywriting\u00a0<\/b><\/h2>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Persuasion &#8211; the copywriter knows how to challenge the reader and determine him to buy, to act, persuading by the use of words to act in a desired way<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Creativity &#8211; the copywriter knows how to creatively write and how to use the words in an original, new and shiny way.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Brand voice &#8211; the copywriter knows how to adopt, in writing, a certain voice ex. pozitive, aspirational, comic, powerful, agressive, exclusive, simple, empathic, emotional, elegant, absurd etc.\u00a0<\/span><\/li>\n<\/ol>\n<h2><b>2\/\u00a0 New premises &#8211; \u201dGoogle it!(&#8230;)\u201d\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">At the annual conference for 2020, the Ads division of Google set the path for how ads will look and feel on the platform &#8211; in a nutshell &#8211; we inform correctly and completely, we do not appeal to emotion in order to persuade.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Almost three years later, after a bunch of adjustments, upgrades, suggestions, optimisations from Google, this exact direction was put into effect.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For <\/span><i><span style=\"font-weight: 400;\">short messages that address future clients<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; with limited amount of characters and predefined formats, the digital world came up with a new and very important addition relative to traditional mediums &#8211; <\/span><i><span style=\"font-weight: 400;\">client informing. <\/span><\/i><span style=\"font-weight: 400;\">OK, maybe not that new, but as a primary scope, definitely recent.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Just like the case was with Search Engine Optimization, this so-called novelty appeared as a direct effect of the Google Search Engine &#8211; because the user is in the process of informing himself on a certain need or product &#8211; e.g. \u201dplane ticket\u201d. He doesn\u2019t need to be persuaded into taking the trip by plane, he already decided that.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, this &lt;user intent&gt; is extremely valuable for brands. Consequently, we can deduce that <\/span><i><span style=\"font-weight: 400;\">the message that persuades better<\/span><\/i><span style=\"font-weight: 400;\"> transforms into <\/span><i><span style=\"font-weight: 400;\">the message that informs correctly, completely and accurately.\u00a0<\/span><\/i><\/p>\n<p><b>Example:<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Let\u2019s take the search query: plane ticket Bucharest-Amsterdam.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our client is a low-cost airline operator and we have to make it so the person who searches for a plane ticket from Bucharest to Amsterdam can buy from our client, not from the competition.\u00a0<\/span><\/p>\n<p><b><i>The implicit mechanics <\/i><\/b><b>&#8211; <\/b><span style=\"font-weight: 400;\">we don\u2019t need to persuade the user to favor us, our service, our product, but the other way around, we need to make sure the user acknowledges we did him a favor by informing him honestly, quickly and directly (unequivocally) about your offer, and that you left him the final decision.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But informing is not all that changed: another <\/span><i><span style=\"font-weight: 400;\">new<\/span><\/i><span style=\"font-weight: 400;\"> aspect is feedback mechanism. The fact that brands receive feedback, sometimes instantly, to their broadcasted messages also underlined the need for conformity and trustworthiness.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However tempting is is to use the phrase <\/span><i><span style=\"font-weight: 400;\">smallest price<\/span><\/i><span style=\"font-weight: 400;\">, to persuade your clients to buy from your brand, you now have to make sure it is actually true, otherwise it is very likely that a Google search to tell a different story, damaging your brand both short and long term.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another aspect specific to the digital marketing ecosystem is <\/span><b>the abundance of persuasive marketing messages &#8211; <\/b><span style=\"font-weight: 400;\">the sheer number of daily ads a user is exposed to online is estimated at around <\/span><a href=\"https:\/\/www.gradschools.com\/degree-guide\/how-many-ads-do-you-see-each-day\"><span style=\"font-weight: 400;\">3 to 4 k<\/span><\/a><span style=\"font-weight: 400;\">. If all these messages would actually convince us, then we would only be shopping.\u00a0<\/span><\/p>\n<h2><b>3\/ What are the risks \/ know thy enemy\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Enemy no. 1:\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Cognitive load<\/span><\/i><span style=\"font-weight: 400;\"> is extremely high online and it&#8217;s very easy to reach the saturation point.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enemy no.2:\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Decision making<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; the process of deciding consumes a lot of mental energy and is in principle hard to do\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Enemy no. 3:<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">Ad-fatigue &#8211; <\/span><\/i><span style=\"font-weight: 400;\">we get tired of seeing the same ad or similar ads and we stop spending our attention on them &#8211; we just ignore them.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although apparently it is tempting to consider some ads are not well written and that\u2019s why they don\u2019t convert, more times than not, the explanation is in a different place &#8211; more exactly, it resides in the overexposure to advertising and the resistance we develop, in time, towards these type of <\/span><i><span style=\"font-weight: 400;\">selling<\/span><\/i><span style=\"font-weight: 400;\"> messages. This resistance is similar to beginning to be emotionally unavailable and unwilling to spend your attention and is developing with time. In turn, we keep being available to organic aspects of the communication, <\/span><i><span style=\"font-weight: 400;\">real<\/span><\/i><span style=\"font-weight: 400;\">, authentic, not towards fabricated content aimed to persuade us into doing things. Even more so, since the digital space floods us with real emotion and depletes our availability.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">In this context, the objective features of the offer we communicate cannot be overlooked, by any means. We need to have a competitive offer in order to reach our goal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We could state that, broadly speaking, the offer is more important than the ability to <\/span><i><span style=\"font-weight: 400;\">sell<\/span><\/i><span style=\"font-weight: 400;\"> with words.\u00a0<\/span><\/p>\n<h2><b>4\/ What features and nuances appear?\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Flexibility, control, measuring the impact and privacy \u2192\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">all these features point to the <\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/intl\/en-cee\/future-of-marketing\/creativity\/creative-intelligence-marketing-privacy-first\/?utm_medium=email&amp;utm_source=d-newsletter&amp;utm_team=twg-cee&amp;utm_campaign=TwG-CEE-NL-2021-08-31-August-Newsletter-Knak&amp;utm_content=article-4-cta&amp;mkt_tok=MTcyLUdPUC04MTEAAAF_OqIAECAl4OO10UOpU2JJKDGav97yvXS253wktO-QEBTucPy4TetDEJzAajF2H-D_gXYDxfJ9gmIjLVkmjJ__vtLtt6dziEZ-UM8WXTpNIbM_\"><i><span style=\"font-weight: 400;\">contextual<\/span><\/i><\/a> <span style=\"font-weight: 400;\">trait of the communication &#8211; not necessarily personalized offers, but surely adequate offers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nota bene: brand perception keeps becoming more and more important thanks to the digital world &#8211; check out <\/span><a href=\"https:\/\/datarevolt.agency\/ro\/social-media\/the-all-of-us-mindset-in-social-media\/\"><span style=\"font-weight: 400;\">the article<\/span><\/a><span style=\"font-weight: 400;\"> on how you need a whole village to raise a brand &#8211; and we have to acknowledge that this aspect exceeds copyrights responsibility, pointing to the work of a brand architect that sets the values, the mission and so on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Observa\u021bie*: \u00een plus, tot datorit\u0103 mediului digital au crescut \u00een importan\u021b\u0103 aspectele care influen\u021beaz\u0103 percep\u021bia brandului &#8211; vezi articolul despre cum e nevoie de o \u00eentreag\u0103 comunitate \u00een <\/span><a href=\"https:\/\/datarevolt.agency\/ro\/social-media\/the-all-of-us-mindset-in-social-media\/\"><span style=\"font-weight: 400;\">social media<\/span><\/a><span style=\"font-weight: 400;\"> pentru a cre\u0219te un brand- \u0219i care nu sunt \u00een sarcina mesajului dat de copywriter ci \u00een sarcina celui care define\u0219te arhitectura brandului, valorile \u0219i misiunea etc.\u00a0\u00a0<\/span><\/p>\n<h2><b>5\/ Informative <\/b><b><i>and <\/i><\/b><b>creative <\/b><b><i>and<\/i><\/b><b> appreciative<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The working premise so far was this: before being creative, the performance marketing copywriting must be informative.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A combination of the two looks like the winner, given that the creative aspect is not self-referring, becoming more important than the message itself and failing to achieve the objective.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indispensables:\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; to be able to inform the ads posted online, we need to have <\/span><i><span style=\"font-weight: 400;\">the exact information\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; to get results, the information must include the most important benefit and a competitive offer<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; the process that defines efficient ads is based on research and info gathering both from your client and the overall industry\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; only after these conditions are checked we can start the discussion on creativity\u00a0<\/span><\/p>\n<h2><b>6\/ What info are indispensable<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s see what type of info we cannot live without:\u00a0<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><\/li>\n<\/ol>\n<p><i><span style=\"font-weight: 400;\">&lt;Proximal genre&gt;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; The general characteristics of the product\/service, that unequivocally integrates it in his general category and make it easier to recognize &#8211; example: <\/span><i><span style=\"font-weight: 400;\">Samsung telephone case<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p>2.<\/p>\n<p><i><span style=\"font-weight: 400;\">&lt;Differentiators&gt;<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">&#8211; <\/span><\/i><span style=\"font-weight: 400;\">What is typical to our product\/service?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">&#8211; What does it offer as an unique feature or benefit<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Answers to this question: only our product\/service offers (&#8230;)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Example: <\/span><i><span style=\"font-weight: 400;\">50% discount to a second bought product\u00a0<\/span><\/i><\/p>\n<p>3.<\/p>\n<p><i><span style=\"font-weight: 400;\">&lt;Keywords&gt;<\/span><\/i><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To define these keywords, we should use the keywordplanner option.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">We could also use the following mind-frame: how would I search for the product\/service on Google?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Many times the main keywords to use are variants of the terms appearing in the 1st category (1.)<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Example: telephone case \/ protection screen phone\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we know, keywords are connected with the way search engines function &#8211; the query of the users being synchronized with the \u201danswers\u201d stored in the database.\u00a0<\/span><\/p>\n<h2><b>7\/ Consistency and synchronizing the communication\u00a0<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Synchronizing the ad with the landing page &#8211; LP &#8211; the ad must have the same tone of voice and manner of speaking as the page that will welcome the users who clicks it.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Synchronizing with keywords that are bidded on\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">One of the main targets here is the <\/span><i><span style=\"font-weight: 400;\">ease of usage<\/span><\/i><span style=\"font-weight: 400;\"> and a <\/span><i><span style=\"font-weight: 400;\">relatively reduced cognitive load\u00a0<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">The consistency in marketing campaigns is usually ignored.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Active vs. passive\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If we address at the 1st person, active voice, we should be consistent and keep it like that in every medium of communication. E.g. \u201dYou enjoy the greatest benefits\u201d vs. \u201dOur clients enjoy the greatest benefits\u201d<\/span><\/p>\n<h2><b>8\/ \u201dTechnical\u201d aspects<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The length of texts aka the no. of characters limit &#8211;\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The adaptation to the reduced <\/span><i><span style=\"font-weight: 400;\">attention span<\/span><\/i><span style=\"font-weight: 400;\">*<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Respecting technical specifications of the platforms<\/span><\/p>\n<p><span style=\"font-weight: 400;\">*We have to be aware of the type of attention we target &#8211; out of the major 3 &#8211;\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In most cases, we compete for the selective attention, unless we answer a search query, in which case we deal with the sustained attention, much longer and obviously more desirable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For selective and shared attention, we have a couple of musts:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">We have to be eye-cathing aka attention-grabbing, but should refrain from abusing this part<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">We should be aware if we inform or generate emotion, and we state that since we aim at the neo-cortex, we must prioritize information<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The medium is the message &#8211; the famous concept is still relevant when referring to Social Media &#8211; the user is already in a particular emotional state and than we can try to sincronize our messages with that state- one of the most used cases is using a comic tone of voice to spark interest, aiming at an already fun-having, relaxing audience.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Grammar, phonetic and orthographic correctness &#8211; this aspect ticks the trust box and the lack of it can gravely damage brands health and reputation together with the performance of the campaings.\u00a0<\/span><\/li>\n<\/ul>\n<h2><b>9\/ And nevertheless, creative\u2026?\u00a0<\/b><\/h2>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-3741\" src=\"https:\/\/datarevolt.agency\/wp-content\/uploads\/2023\/03\/Citat-Razvan_eng-768x400.png\" alt=\"\" width=\"300\" height=\"156\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Therefore, \u201d<\/span><i><span style=\"font-weight: 400;\">original\u201d<\/span><\/i><span style=\"font-weight: 400;\"> and \u201d<\/span><i><span style=\"font-weight: 400;\">creative\u201d<\/span><\/i><span style=\"font-weight: 400;\"> tend to be replaced by \u201d<\/span><i><span style=\"font-weight: 400;\">respectful\u201d <\/span><\/i><span style=\"font-weight: 400;\">(of our time and attention) and \u201d<\/span><i><span style=\"font-weight: 400;\">measured\u201d<\/span><\/i><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet, all is not lost. We can still resort to some tricks that generally work.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">*Familiarity (recognisable message)<\/span><\/i><span style=\"font-weight: 400;\"> &#8211; generally, we can a small satisfaction when we recognize something. Same happens with language &#8211; thus, although it might come as counterintuitive, I recommend the most commonly used expressions &#8211; maybe not quite the ones that are already considered <\/span><i><span style=\"font-weight: 400;\">cliches<\/span><\/i><span style=\"font-weight: 400;\">, but close enough.\u00a0<\/span><\/p>\n<p><i><span style=\"font-weight: 400;\">*Linguistic creativity &#8211; <\/span><\/i><span style=\"font-weight: 400;\">\u00a0puns (rime, comical aspect) &#8211; if the brand allows it, and the service or product can benefit from it, the small linguistic gems can help.\u00a0<\/span><\/p>\n<h2><b>10\/ Takeaways\u00a0<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">In a digital advertising market with a fast-paced growth in maturity, but at the same time with some setbacks and inertia, we would definitely find examples to act as arguments for whatever our hypothesis is, be it the classical approach to copywriting, or the one I proposed in this material.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are out there, especially in RO, new categories of consumers, that have not yet been exposed to advertising communications that much as to develop a resistance, but nevertheless, our main goal should be to anticipate what is next and how to be prepared for what is to come &#8211; no matter if we are the ones who write or the ones who ask others to write for our ads.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If I managed to make you reconsider your own way of thinking related to how we write ads, to be on the lookout for the ethical aspect of the job, the relationship between informing and persuading, attention and resistance, my job here is done.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Be well and write well!<\/span><\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>If you only have one minute:\u00a0 Performance Marketing Campaigns have redefined the way we approach copywriting and its functions The main driver that led to these ongoing changes is Google There are some aspects that make life a bit more complicated for copywriters online Technical aspects and the limits of the mediums of communication have [&hellip;]<\/p>","protected":false},"author":1,"featured_media":3733,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[19],"tags":[],"class_list":["post-3731","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-performance"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Performance marketing designated copywriting? 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