A look at some categories of meta messages that might be relevant to your ad strategy.
Last time, I explained that ad formats and copy can send meta messages beyond what is literally conveyed in the text. You aren't just trying to "convince" a pre-digested subset of willing buyers, but rather, you're engaged in a sorting exercise whereby users measure you for "fit" as their eyes flit across a number of listings on a SERP page in rapid succession.
If you play your cards right, the act of sending cues to "your" prospects can simultaneously achieve the purpose of filtering out non-buyers. Apparently, for every searcher with high buying intent, there may be dozens of lame people just casually roving around the web, looking for diversion. Don't cozy up to them!
Here are a few categories of meta messages that might be relevant to your ad strategy. As always, the purpose is to elicit better responses in order to improve CTRs, conversion rates, quality scores, and ROI.
My favorite thing about meta messages is that they typically achieve multiple goals in a tiny space. Because of this, their impact on campaign performance can be surprisingly large, proportional to the space they take up. Use meta messages as a means of squeezing more signals and cues into those 95 character spaces.
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Goodman is founder and President of Toronto-based Page Zero Media, a full-service marketing agency founded in 2000. Page Zero focuses on paid search campaigns as well as a variety of custom digital marketing programs. Clients include Direct Energy, Canon, MIT, BLR, and a host of others. He is also co-founder of Traffick.com, an award-winning industry commentary site; author of Winning Results with Google AdWords (McGraw-Hill, 2nd ed., 2008); and frequently quoted in the business press. In recent years he has acted as program chair for the SES Toronto conference and all told, has spoken or moderated at countless SES events since 2002. His spare time eccentricities include rollerblading without kneepads and naming his Japanese maples. Also in his spare time, he co-founded HomeStars, a consumer review site with aspirations to become "the TripAdvisor for home improvement." He lives in Toronto with his wife Carolyn.
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