This example of how a Google Ad stands out is excellent

Source: Harry Dry

The Impact, Communication, Persuasion Model is so-so (it’s not very instructive.)

The post makes me think of something else – something I’m obsessed with – Category Blur.

I bastardize the term, but its the idea that from the inside of a category, every company thinks they are unique, but from an outsider perspective, they all blur together.

Most ads all blur together.

Probably because they are proofed by an insider who is looking at Google Ads, versus where the ad will be placed in context.