Does length matter? In most cases your audience will only read the headline. But, if they do continue on, what works? Studies have shown that ads of 300 words or more create more product awareness.
A Merrill Lynch ad in the New York Times of over 6,400 words resulted in 10,000 responses. The real reason your ads fail has little to do with length.
Your ad should be the right length for you to express whatever it is you need to say. Just remember to focus on one thing (one feature, one benefit) per ad.
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