31 Oct '12, 9am

Writing Search Ads in Context

A mother gives her son two ties for his birthday. He goes upstairs, puts on one of the ties, and comes back down to show his mother. She looks him up and down, then says, “What’s the matter, you didn’t like the other tie?” This mother understands something that many search advertisers don’t: we make all our choices in context. Meaning, when we’re trying to select one option, we’re comparing it to all the other options in our consciousness at that moment. We’re trying to figure out which one will best meet our current needs. Why We Limit Our Options If I have a $5 bill and I walk past a smoothie bar, I’ll immediately start the mental calculus of whether I would be better served by a Very Berry Blast, a Pina Colada Shake, or a Peanut Cacao Freezee. Noticeably absent from my choices are: Buying a set of hinges to fix the broken garden gate. Donating the money to the Land Inst...

Full article: http://searchenginewatch.com/article/2221130/Writing-Sear...

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