Pay-Per-Click Search Engine Advertising
The goal: 1. To be as relevant to the query yet as humanistic and authentic as possible while staying true to the brand’s identity to ultimately earn higher Click-Through-Rates and Conversion Rates by qualifying leads, and 2. To be better than the competition at all times.
Brands: SunglassWarehouse.com, Readers.com, Scarves.net, Fedoras.com, Socks4Life.com
Relevant Ad Copy
Long tail keyword copy tailored whose main goal was relevancy to the search query to earn a higher CTR (Click-Through-Rate).
Relational Ad Copy
Ad copy aimed to sympathize with the searcher while using keywords in the copy for a bolder, more click-attractive advertisement through situational or time-relevant copy.
Multi-Channel Marketing Campaign Advertising
Paid search ads using the Readers.com social hashtag to promote social media campaign awareness while garnering trust.
Men’s Sunglasses Voice Ad Copy Testing
Ad copy that tested a more relaxed masculine voice. We found that an ad with more personality only earns more clicks than its opposing control ad when both the headline and supporting copy contain keywords in the search query for bolding purposes.
Aspirational Ad Copy
Ad copy addressing high fashion ideals. Again, query-specific terms in the headline and lines one and two perform best. However, branding impact is a tougher measurement, as it feels the SunglassWarehouse.com ad portrays the most personality.
Mobile-Tailored Ad Copy
Ad copy appealing specifically to mobile users with a more relevant SERP experience to ultimately increase clicks and conversions.