21 Feb '12, 2pm

The Power of Positive PPC Ads and Attitude

If working with ad copy and observing search behavior all day long has taught me anything, it’s that the speed at which people scan and click on search results tends to be a lot more recognition-primed and emotionally driven, rather than strictly logical. In other words, searchers implicitly ask themselves: Does this look like a relevant result? What’s my gut feel about this ad / search result? You can easily deal with the first question by including keywords and keyword phrases in the headline and body copy of the ad. Searchers will recognize their keywords and be reassured of relevance. Beyond that, ad writers can also address the underlying motivations and buying concerns of the searcher to create an even better relevance signature on the searchers radar screen. But when it comes to gut feel, that’s when creating vivid mental images and positive associations starts to c...

Full article: http://searchenginewatch.com/article/2153745/The-Power-of...

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