Compelling ad copy can mean the difference between making or losing a sale. You have 95 characters to present your business or product and let a consumer know why they should choose you. I think that sometimes we are so concerned with creating keyword-rich ad copy (to improve quality score), we lose sight of the “human element.” While keyword-rich copy will improve the quality score, clickthrough rate is much more important. Try to think like a customer. What would make you want to choose your product? What makes you stand out from the competition? Present special offers, and let the consumer know what they will gain by choosing you with a clear call to action. Also try to avoid jargon and abbreviations where possible. Just because you know what something means does not mean that others will. Now that we have quickly covered some of the basics in creative development, here are a couple “public service announcements” about some new Google policies:
Archive for Creative
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Creative Development: You Never Get a Second Chance to Make a First Impression
Jon Legler
23Feb
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Improve Your Website’s Usability
Cory Grassell
Just as your brick-and-mortar storefront is a representation of your company and often the first impression shoppers get of you, your website acts in much the same way for the online shopping experience. You go to great lengths to ensure your physical store is clean, organized and staffed with friendly representatives, so shouldn’t your website also enhance the customer’s experience? If your building layout is prohibiting consumers from satisfactorily and conveniently perusing your shelves for what they need, you’d make it better, right? But what if the tools and features of your website are keeping customers from doing business with you? Would you listen to your consumers and improve your site based on their recommendations? Read the full article…
27Oct
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Balancing Online Content and Creative Website Design
Cory Grassell
You’ve heard the old adage that first impressions are everything. Well, research suggests that Web users make aesthetic decisions about their overall visual impressions of websites in as little as 50 milliseconds. That’s 1/20 of a second! As advocates for creative, we can conclude that aesthetics do, in fact, play a major role in the user’s online experience, much the same way that aesthetics affect a shopper’s experience at a physical, brick-and-mortar storefront. For example, shoppers will unlikely return to a store if the stylistic elements or navigation aides prohibit a creative, welcoming aura or simple shopping experience. Read the full article…
26Oct
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Website Design & Development: Call-to-Action Buttons
Cory Grassell
It may seem like a simple element of your overall website design and development, but it shouldn’t be overlooked. One of the most basic design elements can also be the difference maker between a consumer doing business with you versus closing out of your website for a competitor’s site. It impacts business growth, and if you’re not properly using it you could be missing out of potential sales. I’m talking about your online call-to-action button. By effectively implementing a call-to-action button on your website (or in your e-mail marketing design), you greatly increase your chances of converting leads into sales.
Read the full article…21Oct
