Tag Archives: search advertising

Search ads on the web give you a rare opportunity to learn what copy your prospects are responding to in real time. This knowledge is hard won through continual experimentation, trial and error, and occasional thumb sucking. We say share the wealth. For example, we recently learned in our eVitalize web campaign that “Fix up your underperforming web site” beats “Cost effective web marketing strategies” five to one. Understanding how your target perceives your product benefits not only gives you ammo for search, but better ways to communicate through sales and other copy created for the brand. Conversely knowing how an effective salesperson formulates his pitch can inform better keywords and ad copy. The trick is to share and bust through compartmentalized suppliers and internal departments.