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ATO stands for Ad Text Optimization, which is specialist copywriting for Google AdWords, and The ATO Co trains PPC professionals in the craft of ad text copywriting.
The ATO Co runs ad text copywriting workshops for PPC professionals in media agencies and other organizations. The training encompasses direct response copywriting techniques, brand copywriting and tone-of-voice, selling strategies, and behavioral economics insights into decision making that affect users search on AdWords.
The Google paid search landscape is changing. The launch of ETAs (Expanded Text Ads) increases the copywriting real estate of AdWords ads by over 50% and puts copywriting first and centre as paid search for brands enters its latest phase. This development also shifts the focus from AdWords being a purely transactional medium into one where brand communication is also highly influential.
Traditionally, the vast majority of AdWords ads for brands have been written by PPC professionals in media agencies, not experienced direct response or brand copywriters. Now that Google has introduced ETAs, this is going to place greater pressure on PPC professionals to write higher performing ads. The training workshop has been designed to equip them with the knowledge, skills and insights dedicated copywriters use on a daily basis, and which have been specially adapted for Google AdWords.
Trainers: Bob Maddams and Paul Booth
The ATO Co was founded in 2013 by two highly experienced advertising professionals. Bob Maddams is an award-winning copywriter who has worked at CDP, Ogilvy & Mather, M&C Saatchi, and Paul Booth is the ex-MD of an independent media buying agency and business consultant at the Ogilvy Group. Together, they formed The ATO Co to bring crafted copywriting for brands advertising on Google AdWords to increase performance and ROI, and leverage the benefits of brand communication and integration. Bob Maddams is also a (PTTLS) qualified media skills trainer with over 10 years’ experience of training creative advertising professionals.

Paid search copywriting, Google AdWords copywriting

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