“If you don’t like what’s being said, change the conversation.”
Jon Hamm’s portrayal of Don Draper (a 1950’s “Ad Man” from the hit TV show Mad Men) is nothing short of a masterpiece. We forgive his adultery and alcoholism in a second, when he prevails above all others in creating genius ad copy. Don may have lived in a world of print, but there’s no doubt his techniques stand true in the digital age. So, you want to learn how to write PPC ads like the maestro himself? The clue in is the quote.
How often do you stop and compare your PPC ads to your competitors? Pretty often you may say.
Do a search though, any random search. I don’t care if you’re looking for a luxury holiday or lingerie. Pay close attention to what the ads are actually saying. 80% of them say exactly the same thing.
We’ve become so obsessed with keyword focused ad copy because we think it’ll enhance our Quality Scores, that we’ve lost all imagination. 70% of your Quality Score is determined by your CTR. Yes, having a nice bold keyword in there helps you stand out, but when everybody does it, it’s not enough. In fact, the opposite happens; you blend in.
So how do you combat this? When everyone’s saying the same old thing, change the conversation. Say something different. Shock your audience into taking notice and you’ll gain CTRs you never thought possible.
Just because PPC is mathematical and data-driven, don’t lose sight of your primary role; you’re a copywriter. The quality of your ads dictate your success, so you better learn fast…