November 9, 2007      (Updated from our May 28, 2004 article)

(Continued)

Step Four: Offer a competitive advantage
All your ad listings should stand out from your competition. People get really bored looking at pages of content-relevant text links. In fact, before you even start writing your ad listings, you should carefully read what your competitor’s ads listings are saying. You ad listings should convey a unique and distinctive message. If your company offers a product or service that is truly unique, it’s important you state it in your ad listing. This will have visitors focus on your offering, and will encourage them to click on your ad.

Step Five: Write in a sense of urgency
With more and more people using search engines to find what they need, you have to create a sense of urgency if you want them to click on your ads now instead of later. You must tell your visitors why they need to click on your ad today instead of some other time. In marketing and sales, there is always an “emotional and sensitive area” with most people. You can create a sense of urgency by striking that sensitive area, or by simply limiting the timeframe of your offering.

Step Six: Integrating your keywords
This step does NOT apply to traditional print advertising, but certainly applies to search engine marketing. You should always include your keywords in your ad listings. This may seem self-explanatory, but I still see some companies neglecting this important part, with some very disappointing results down the road.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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