Why all search ads seem the same (and what you can do about it)
Want to create search ads that stand out from the crowd? Columnist Pauline Jakober explains how a thorough examination of your business and its customers can help you create original and engaging ads.
Let’s face it: anyone with an AdWords login, bank account and keyboard can create ads for search. It can be a Wild West out there, which means that many ads ultimately fail. They fail because they don’t capture the attention of searchers, because they don’t include the best information, and frankly, because they look like every other ad out there.
Your paid search ad strategy goes way beyond the 140 text characters allotted to you. It starts with that, sure, but the entire architecture of your ad from the text to the extensions should all support a strategic message about your brand, its products or services.
So in this post, we’ll look at some of the steps you can take before you type that first word of text, so you can construct informative, eye-catching ads that truly support a company’s goals and stand out from the crowd.