Writing ad copy for your AdWords campaign typically is a process that unfolds something like this:
- Identify keywords and user needs.
- Write copy that speaks to both.
- Make small tweaks and A/B test over time.
This is exactly how we end up with search results that look like this:
While these ads are not exactly the same, they’re similar enough to be more or less indistinguishable to the average searcher.
We are clearly creating problems for searchers with a process that leads to nearly identical search ads from every company. Consumers have no idea which resource is going to be the best for them.
Somewhere along the way, the process became more about getting all of the clicks rather than the right clicks. The result is that companies fail to differentiate themselves — and thus fail to attract the customers most likely to buy from them.
Here is what needs to be done to get SEM ad copy in a better place than where we find it today.
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