07 Jan '18, 2am

How To Write Compelling Ad Copy

How To Write Compelling Ad Copy

The power behind search-based marketing has always been intent. Search engines like Google gave us the ability to put our ads in front of people at the exact moment they were searching a specific keyword. Because people were searching, we could safely assume they were ready to buy and it has worked beautifully for years. However, over time a couple of problems started to crop up. First, with the success of pay-per-click (PPC) advertising we began to see lots and lots of competitors. Anyone could bid on a keyword and the auction-based nature of the platforms meant that average cost-per-click (CPC) continued to rise. Secondly, as Google became its own verb, people began searching for lots and lots of things. They wanted to find out the answer to trivia questions, learn details about upcoming events, get pictures of celebrities, etc. This watered down the intent. Someone sear...

Full article: https://www.searchenginepeople.com/blog/write-compelling-...

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