Google AdWords Tips | Positioning Yourself in the Eyes of Your Visitor
When you write your ads, you don’t have very much space to properly position yourself in the eyes of your audience… but that doesn’t mean you shouldn’t be trying. The ad is usually the 2nd thing our visitor ‘interacts’ with on the way to our product, the 1st being the keyword they searched for. Look at it as the 2nd step of a ladder towards making a purchase, and each step of the way should give them more information and more reasons to by.
The 3rd step would be the landing page, or more accurately, the headline of your landing page. But that conversation is for another day.
We tested some ads using this line of thinking to position our offer as "access to secrets" which, while not new, is still generally something desirable. Take a look:
This ad was the first step in positioning this product as "giving them access to scarce knowledge." We set that as the mood right away and then continued to reference it. This helped provide a consistent message through their entire experience with us, making it more familiar and ultimately easier for them to perform our desired action.
To learn more about the different rungs of the conversion ladder, read AdWords System Exposed.
Love the blog guys, I actually get excited when my feedreader shows a new post (need to get a life)
Perhaps when you guys show these ads, it may be prudent to go ahead and give us a link to the landing page. Was just thinking – how many people go through adwords after reading this blog just to check out the landing page design?
Fnding a great way to market your site is great. It looks like you offer an amazing service.
Matt, that is a good point. However, for competitive reasons we don’t want to make it explicitly easy for competitors to see our entire user experience.
Hey! was searching Google for Adwords Secret and your blog regarding looks really interesting for me. I will definitely bookmark it and come back for more cool postings to read! Cheers!