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.