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An extension of the idea that there should be truth in advertising, ad services will be wary of overstatement in your ad titles and text. Avoid the use of terms like “Best” and “Greatest,” and if you can authentically claim to be “Top Rated,” be prepared to provide verification. Finally, if you compare your product or services to those of competitors, support for your claims must be displayed on the landing page of your ad. This consistency is important not only in developing a trusting relationship with your potential client, but in securing the success of your campaign. Track the effectiveness of the ad with web site visitor tracking to make sure you are communicating to your customer base and bringing in qualified buyers.