How to Make Your Search Ads Stand Out From the Crowd

Even a cursory examination of search ads reveals the obvious: aside from the occasional outlier, most search ads look pretty much the same.

But why is that?

Sure, marketers have to abide by ad structure and text limits as set by AdWords and other advertising services. But that still leaves lots of room for eye-catching strategic messaging.

The secret to taking search ads out of the “this is how we’ve always done it” box is to do some research BEFORE your marketing team puts pen to paper (or, in this case, fingers to keyboard).

In her recent column in Search Engine Land, Pauline Jakober describes how understanding business needs and audience desires can help marketers create stand-out-from-the-crowd search ads.

search ads

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“I’ve worked with a variety of PPC/search companies over the years, and Pauline and her team, continue to be outstanding. We are in a very difficult position bidding against some of the larger cancer organizations out there, and Pauline and co continually find great ways to compete without breaking the bank.

We’ve been working with them for about 2 1/2 years, and I couldn’t be happier with the results.

We meet with their team on a weekly basis and review status and performance. They are very responsive to our needs and always think outside of the box, as you know it’s an ever-changing field.”

Peter Anton, VP of Marketing, International Myeloma Foundation

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