As a former Google spokesperson, I’ve spent many years analyzing AdWords accounts and seeing the same mistakes time and again.
Today, I’d like to focus on one of the most common mistakes: not giving ads the love they deserve.
When AdWords and pay-per-click became big in the early 2000s, it was because they offered incredibly precise targeting along with attractive pricing.
Now, both old and new advertisers seem to have gotten so focused on optimizing the new stuff — targeting and bidding — that somewhere along the way, they forgot about one of the most important aspects of a successful ad: crafting the perfect message that resonates with their audience.
While there’s no question that maintaining the right targeting, keywords and bids are critical to the success of any AdWords account, I believe there is still a big opportunity for advertisers to improve their ads.
That’s why I became an advisor for Boost Media, and that’s why we added ad text optimization tools to Optmyzr.
While I certainly have my own opinion on this topic, I thought I’d ask David Greenbaum, the co-founder and CEO of Boost Media, to share his thoughts about specific ways that we can improve our ads since this is what his company does every single day.
Take it away, David!
David Greenbaum, Co-Founder And CEO Of Boost Media, And His POV:
What Ads Should Never Be
Ad copy should be a lot of things. Intriguing. Compelling. Informative. Entertaining. Perhaps even provocative. One thing it should never be? A “set it and forget it” item on a marketer’s campaign launch to-do list.
Much like offline ads, digital ads need to be attended to. They need to be refreshed, taking into consideration factors like seasonality, the competitive landscape and ever-shifting consumer needs.
Put another way, digital ad copy should change and evolve to …read more