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Advertising copy is the backbone of your campaign. It’s responsible for attracting the right prospects while excluding those who won’t convert to customers. Your well written text will be your profitable results. I recommend split-testing two very different big ideas in your advertising copy. Your target demographic will always respond better to one of the two big ideas. I also recommend tracking your results in a way that you can compare sales results from each of your campaigns. You can then use the winning ad copy throughout your marketing funnel and expand on its success. For ads that run on the display network, images are just as important as ad copy. The images you choose for your ads need to grab the attention of prospective customers to make them want to click on your ad and become a long-term customer.
Ad Groups, by their very nature, encase which keywords your ads will show on, what your ad will say when it shows, and where the user will be taken once they click on it.
So, in essence, you are deciding who to advertise to, what to say to get them to react to your ad, and how you or your client will make their final pitch at gaining a lead, sale, or interaction.
By keeping your ad groups tightly focused on a single message or theme you eliminate any chance of confusion or mixed messaging.