ADs & Campaigns

[Michael123]

A lot of people seem to have trouble writing ads, or they just end up throwing up some quick ads that they think will PROBABLY work for their offer – without considering any other factors.

Obviously when we’re paying for traffic – we want 3 things:
-as much traffic volume as possible for as little expense as possible (High ad CTR and low CPC)
-we want that traffic to be as targeted as possible. Quality over Quantity folks. Tire-kickers and “just curious”- clickers are a waste of money.
-a very low bounce-rate from our landing page. Ideally, each ad clicker should be led on to do what we want them do to (click our call-to-action, opt in for our mailing list, whatever)

Our ads can greatly impact all of these for better or worse. I’m not gonna talk about the obvious things you already should be doing, like having the keyword in the ad, whether to use caps, question marks, etc. There’s already lots of articles out there on that topic. Go read it if you haven’t.

What I do wanna talk about is what not so many people bother to do – that is, to write ads that connect directly to the current It is common knowledge that people use searches online in one of three different mindframes – depending on their current phase in the buying process. The steps are often identified as:
The 4 classic types of buyers personalities are described as:

-Methodical. Very thorough and slow-paced in researching a purchase. May be sceptical of contests, free shipping and returns - what's the catch? Likes side-by-side product comparison to make a rational decision. They want to know: How this product/service will help them.
They want accuracy, details, features, hard evidence, superior service, proof, etc.

-Spontaneous. Why should I or should I not order this now? They are spontaneous, appreciates a personal touch, and prefer quick decisions. Responds to sales, discounts, limited stock and time-limited offers. Responds to free overnight shipping (I can have it tomorrow!). Interested in "how many" reviews there are, not necessarily reading them.

-Humanistic. They are slower-paced, have no rush, might ask “who else has used this product to solve my problem?”, enjoy getting to know other users, enjoy real testimonials, shared experiences. Looks for the perfect gift, use gift finders and wish lists. Cares what others have to say. Appreciates live support and human interaction.

-Competitive. Logical, but faster-minded. Likes to be the first to own a product - responds to new items, featured or best-sellers. Doesn't want to dig for information. He or she is into facts, summaries and some detail – but rather not spend too much time on research.
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