I came across an example of the benefits of testing new ad text. I'm sure there are many more posted online. In this case, new ads Increased CTRs and Sales.
In the Google Adwords system you can test a large number of ads at one time, then delete the poor performers and try variations of the best ones. I recommend testing titles first and then using the best titles with different text.
Besides that article read up on copy writing tips from both online and offline copy writers. Many of the concepts and words will apply to both and it is a lot faster, easier, and cheaper to test online.
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