If Superman needed to order a new pair of glasses for his mild-mannered alter-ego, Clark Kent, what would he type into the Google search bar?
These are the questions that keep us up at night here at Triple R Marketing. Because even – or maybe especially – Superman deserves a great online experience.
Clark Kent doesn’t need just any pair of glasses. He wants a specific style and he wants them to be as close to indestructible as possible (since he destroyed the last pair when he shot some high-intensity heat-vision beams through the lenses without thinking #superheroproblems).
If he enters a phrase like “durable men’s eyewear with heavy black frame NOT kryptonite” should he see ad for “Lex Luther’s World of Eyeglasses, Kryptonite Frame Sale!?” Not even close.
Google AdWords is the undisputed superhero of the online ad space, and thankfully it’s a system you can trust for a high ROI on your marketing dollars, as long as you feed it the right information.
Google receives over 40,000 searches every second. That’s a huge amount of usable data, and Adwords pulls the keywords from Google searches in order to present the right ads to ready customers.
There are two sides to every search though – the input and the output. The output is, of course, where businesses want to see their products featured and giving searchers exactly what they want, right when they want it.
That means the ad must be as specific as the search.
Unlike other pay-per-click ad services, AdWords relies heavily on words (hence the name) and only sparingly incorporates images. Some may see this as a bit of a drawback in an age when images and videos are growing in popularity, but the model creates consistently click-worthy hooks.
Facebook ads, on the other hand, rely heavily on graphics and platform-owned data to generate marketing content. Users “like” things within the Facebook platform, and those preferences are used to create ‘lookalike audiences’ that could potentially be interested in similar products and services. Then businesses can buy a chance to show their stuff to that group. That’s a far cry from a tailored ad generated by the exact words you queried.
When disruptive ads fail to capture the attention of an audience, AdWords tends to have a consistent performance. It’s a system that is laser-focused on what’s in it for the customer. Don’t use Adwords to ‘get the word out’ about something or to promote a wide selection or even the location of a brick-and-mortar store. Get inside the customer’s head, leverage keywords, and create a specific message about the what the consumer is looking for.
That kind of instant connection with the customer makes you the superhero.