Since I began working in search engine marketing, I have learned the basic rules of writing effective ad copy that adheres to search engine specifications. While each search engine has their own guidelines, the premises are the same. One important question still remains; how can you get as much information across to a searcher within the specific ad character limitations, but yet, still be fresh and creative?
A few weeks ago, I came across this issue while developing ads for a client. I was stumped as far as the verbiage I could use in the ad copy, while still giving the ad a fresh look and feel. Here are some methods I used to not only inspire me to write enticing ads, but to also differentiate my client among their competitors.
I begin by conducting some research on my client’s industry; browsed their website and familiarized myself with industry terms. If you happen to come across terms that are foreign to you, Wikipedia is a great resource that will put terms into a context that’s easy to understand. This preliminary should research aide you in writing ad copy.
When writing the ad copy, I tried to select words that will evoke a sensory experience about the client’s business, product or service; such as ‘experienced’, ‘trusted’ or ‘knowledgeable.’ These types of words are important to searchers, as they want to conduct business with those they feel they can trust and who not only understand the product or service they are selling, but the industry as a whole. To keep ad text exciting, try using a thesaurus to inspire creativity; sometimes it can take the ad to a higher level of professionalism.
Lastly, when I write my ads, I include a call to action whenever possible. A strong call to action will not only set you apart from others, but also will make your ads more appealing to searchers.
It’s important to remember that you only a few have moments to capture the searchers attention. Your ads don’t need to be elaborate; usually simple is better. Be concise, creative and honest about your products and services and the ads will virtually write themselves.
Today the internet is a part of our everyday lives and people use the internet in a variety of ways. Personally, I get all of my news online. I do not get a paper delivered to my house in the morning, but I do read current news stories every day. One of my favorite sites is ESPN, I am a big sports fan! With the increases in search volume each year on Google, Yahoo and MSN its clear people are using the internet to find anything and everything. As a business, it is important to know when and where to market to your potential customers online. There are customers ready to buy now, and there are others who may not need your product or service yet but will in the future. The key to any successful marketing strategy is to get your message in front of both types of customers.
For customers ready to buy now, a Pay per Click (PPC) marketing strategy is an excellent way to ensure that your company name and message are in front of prospective customers when they search for your product or service. You bid on the most relevant keywords to your business and when someone searches for that keyword your ad is displayed. The message in your ad should be clear with a strong call to action. This customer is ready to buy and they are looking for your product or service, you need to be in front of them!
But what about the potential customer who doesn’t need your product or service now, but may need it in the future? They are still online doing a variety of things but not necessarily conducting a search for your product or service because they don’t need it…yet. A great way to account for these future customers is to run a Placement targeted campaign. When you incorporate a Placement targeted campaign in your overall marketing strategy you are essentially handpicking your audience. You can choose an entire website or a specific page within a website to have your ads displayed, for example the Lifestyle section of a news website. With this type of program you are getting your company name and message in front of potential customers in a more subtle way. This can lead to greater brand recognition for your company. When that customer is ready to buy, they may recall your company name from a previous placement targeted ad and go directly to your website instead of conducting keyword search, or be more apt to click on your PPC ad.
Of course, this is a somewhat simplified view and much planning is needed to effectively market both a PPC campaign in conjunction with a Placement targeted campaign. Here at MoreVisibility, we manage both PPC and Placement targeted campaigns for our clients because we recognize the importance of not just the customer ready to buy now, but also the customer who isn’t a customer…yet.