Lindsay Lohan after a night of imbibing. The real version of “Freaky Friday”
Ha, ha, get it? Think about it, searchers are getting more abstract and longer in their searches so your standard ad copy best make a good impression. They’re also more and more likely to make another query, using similar keywords/phrases, so you want that first time to stick out on the page.
You know what your goals are for your site, your business, but what is it for that singular ad? Purchase, download, sign up? Tailor that ad to what you want them to do exactly. Don’t play games. If you’re looking for a longterm relationship like a membership, you’ll need to finesse them and court them a bit more than the one night stand purchase of a CD.
Keeping your conversion goal in mind, it’s time to entice potential customers to start clicking.
Search queries and keywords not quite matching upNot using negatives“Stuffing” keywords in ad copyLying in ad copy…even just a little bitStretching the truth is different- that’s allowed
Rolled out on Valentine’s Day- a single ad can take up quite a block of SERP real estate. “To be eligible, your ad with sitelinks must show above Google search results and your account must contain active ads closely related to the sitelinks in your campaign.”
Jocelyn Wildenstein a New York socialite known for extensive plastic surgeries and a nasty divorce
Contact form extension ads. If you’re signed in, fills in the email for you
You might exaggerate or say more than you mean to.
A “set” of ads can often win out over a single ad. You need at least a pair with a “guest” to really test. Ad Set Optimization.
Go see this infographic, it’s amazing. Layout colors, everything. The Anatomy of a Perfect Landing Page.
Taking Ads from Good to Great- SMX West 2012
Ad Copy: Your First Date to Conversion Elizabeth Marsten,Director of Search Marketing Portent, Inc. @portent