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The Key To Optimizing Non-Branded #PaidSearch Campaigns via @sengineland

Familiar Ad Copy. When targeting product- or service-related keywords, treat RLSA campaigns like any other retargeting campaign and emphasize the information that the user viewed on your website within your ad copy. You’ll want to ensure the user has a continual association with your brand, plus the product or service they’ve demonstrated an interest in. Competitive Ad Copy. Keep your value proposition in mind as your prospective customers are researching the sites that offer the products or services they’re looking for. If you can’t compete with the major retailers on price, then promote other benefits of buying through your website. You might highlight a rewards program, your seller ratings or the percent of proceeds that go to charitable foundations, or you could even encourage prospective customers to shop locally (if you have a local presence). PLAs (Product Listing A...

Full article: http://searchengineland.com/key-optimizing-non-branded-pa...

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