Most digital marketing agencies, regardless of their country of operations, would perceive ad copywriting as a crucial part of any online marketing campaign. There is good reason for them to believe so – paid ad platforms like search engines (think Google or Bing) and social media platforms (such as Facebook, Twitter and LinkedIn) only allow marketers a very limited number of characters for them to type and share their messages. Faced with this restriction, marketers must learn to be innovative and create effective ad copywriting in order to attract the target audience to their websites. In the arena of paid search marketing, your online ad is akin to a small door sign, on a busy street filled with competitors. With this harsh reality, it should become apparent that extensive effort is required to make your ad copy appealing enough to attract attention, as well as provide sufficient incentive to encourage the visitor to visit your site.