From Cornwall to California
One of the topics which we were most intrigued by was emotive advertising. Advertising campaigns have always used emotion and feelings to communicate through television and print advertising but as the text only poor relations, search advertisers have rarely adopted this style of advertising. With the launch of Expanded Text Ads we suddenly have the room to communicate more than a keyword phrase and call to action.
Take a look at these adverts – do they inspire you?
Does that make you want to take one of their amazing Caribbean holidays?
Larry Kim used the example of a divorce lawyer – the dud ads all used the search term as the main headline “Need a Divorce Lawyer” or “Divorce Lawyers in London”. This was always what was required to get a good quality score, the keyword text must be prominent in the advert. Once that was included there was very little room for anything else.
Now we have 30 characters in two separate headlines, plus 80 characters in the description we can be more creative. This was the example he gave!
Well that would certainly provoke emotion – is this a route we should be embracing?
I certainly think that holiday companies need to revisit advert text and it is something we are doing now, having been inspired by Larry.
Let me know what you think – firstname.lastname@example.org