25 Jun '12, 9am

How Bad Ads Can Improve Your Performance

How Bad Ads Can Improve Your Performance

They say mediocrity comes from the perfect implementation of traditional wisdom. So when you’ve tried every single ad optimization tip and trick you know, it might be time for something very different. Sure it’s hard to stand out in only a little over 90 characters, and even harder in a page full of other ads selling the same thing you are. So when you’ve followed all the best practices to create a good ad but aren’t getting much traction... maybe it’s time to look to George Costanza’s experiment and try the opposite You’ll probably end up with a “bad” ad and that’s fine. But I don’t mean the type of bad that would ruin your brand’s image. I mean the type of bad that pushes the limits of your advertising guidelines enough to make you stand out. Here’s a perfect example. Testing these two almost identical PPC ads revealed a 308 percent increase in CPI (Conversions-Per-Impre...

Full article: http://searchenginewatch.com/article/2186665/How-Bad-Ads-...

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