Why all search ads seem the same (and what you can do about it)

http://searchengineland.com/ | October 31, 2016

Let’s face it: anyone with an AdWords login, bank account and keyboard can create ads for search. It can be a Wild West out there, which means that many ads ultimately fail. They fail because they don’t capture the attention of searchers, because they don’t include the best information, and frankly, because they look like every other ad out there.

Your paid search ad strategy goes way beyond the 140 text characters allotted to you. It starts with that, sure, but the entire architecture of your ad from the text to the extensions should all support a strategic message about your brand, its products or services.

So in this post, we’ll look at some of the steps you can take before you type that first word of text, so you can construct informative, eye-catching ads that truly support a company’s goals and stand out from the crowd.

Get into the mind of the business and consumer
You can’t very well create impactful ads without first understanding the business and consumer needs inside and out. And there are several ways you can facilitate research to get a 360-degree view of the company. Let’s look at those now.

Interviews and questionnaires
Create a questionnaire you can send to employees from various departments — like customer service representatives, sales teams or product teams — or talk to them directly. These folks are on the front lines every day and should have some interesting insight.

Sample prompts and questions include things like:
• Describe your target audience.
• Do you have a secondary market you’re looking to tap into as well?
• What’s most important to your target audience when they purchase Product or Service X?
• What are your customer pain points, and how do you solve them?
• How often does your target audience need or buy your product?
• What are three to five key selling points for your company and product or service?
• Do you experience seasonal slow or peak times?
• What does the company promotional or event calendar look like currently?
Customer reviews and testimonials
What a company’s customers have to say (the good and the bad) can do a lot for the ad strategy. Read as much of these as you can to see if you can spot any trends that you can work into the ads.

You may also want to talk to key folks in the organization about any negative trends in reviews. Oftentimes, internal teams are not aware of what the customers are saying, and a conversation like that can be helpful so they can tweak their strategy.

And remember that when it comes time to create the ad, you also have things available to you in AdWords like review extensions for third-party reviews and seller ratings that can help highlight those praises.

Study the competition
Understand how the company is the same and different from its competitors. And watch out for the we-don’t-have-any-competitors response. If you run into that, simply search in Google using the top keywords you plan to target to get a better picture of who you’re up against.

But be aware: Sometimes the ads that show up for the keywords aren’t really your competitors. For example, if Target shows up for a specialty dance shoe, use your discernment in assessing if Target really is a competitor to a specialty dance shoe company.

In this sense, an exercise like searching for keywords can really get you up to speed on the competitive landscape.

Reviewing competitor ads can also be a good thing if you don’t let what they are saying influence too much the ads you want to create (Remember, you’re trying to get away from what every other ad is doing).

However, it can help you spot missed opportunities for your own ads — places where you can one-up the competition. And sometimes, you can learn from them, too — so go in with an open mind.

Then, having candid conversations with the company about the competition’s advertising (what they like or don’t like) is also important in the strategy phase.

Understand your other marketing efforts
It’s good to understand the full scope of the company’s marketing efforts in other channels because they often inform and influence one another. So get plugged into the strategy by talking to other teams and vendors and looking at product guides, subscribing to the company’s mailing list and so on.

You can learn a lot of about the tone and the messaging of the brand by how it communicates, and you can then incorporate that into the advertising.

Plus, when you know what the other marketing teams are doing, you’re more likely to be able to work with them on the things that impact both your channels (for example, website speed) and react quicker in any given situation (for example a PR crisis).

Like any other marketing or sales effort, you have to put in the research to understand both the business needs and the audience desires. With those two areas researched well, you can begin to create killer ads that stand out from the crowd.


There’s an oft-quoted claim made by Gartner in 2012 that by 2017, chief marketing officers (CMO) will spend more on IT than CIOs. As it turns out, Gartner was right. The thing is, it’s happening far quicker than anyone imagined. Change came so quickly that it gave many marketing professionals whiplash. Or as Christine Cutten, principal with Deloitte Consulting so succinctly put it when talking to CMO.com, “Almost everyone is in catch-up mode since the landscape is changing so quickly.


There’s an oft-quoted claim made by Gartner in 2012 that by 2017, chief marketing officers (CMO) will spend more on IT than CIOs. As it turns out, Gartner was right. The thing is, it’s happening far quicker than anyone imagined. Change came so quickly that it gave many marketing professionals whiplash. Or as Christine Cutten, principal with Deloitte Consulting so succinctly put it when talking to CMO.com, “Almost everyone is in catch-up mode since the landscape is changing so quickly.

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isolved Preferred Partners Experience Strong Growth and Leading Customer Satisfaction

isolved | September 16, 2022

HR Tech Conference -- isolved, a Leader in the NelsonHall Vendor Evaluation & Assessment Tool (NEAT) for Payroll Services and a recent Brandon Hall Group Excellence in HCM Award Winner for the Future of Work, has announced substantial new investments in its Preferred partner program following impressive growth through the channel. Brokers, human resource (HR) consultants, financial advisors, accounting professionals and other consultants – who make up the isolved Preferred channel – are benefiting from highly competitive terms, strong conversion rates, local support, and industry-leading customer satisfaction when offering isolved People Cloud™ to their customers. isolved has experienced double-digit growth in partner-led referrals and sales after growing its partner channel by nearly 40 percent over the last 18 months – hand selecting and enabling each relationship – and investing in channel partner success. "isolved is a fantastic partner for us," said Garry Johnson, Owner and Founder of GLJ Benefits, a recent addition to isolved Preferred. "isolved is a fantastic partner for us," said Garry Johnson, Owner and Founder of GLJ Benefits, a recent addition to isolved Preferred. "We are not only confident in the technology they offer, but also the support they provide us and our clients. isolved gives us peace of mind that our clients will succeed from this partnership and so will we." As isolved Preferred grows through focused strategic partnerships, the company is increasing investment in joint marketing and local channel resources to enable partners to win more and service better. Partners experience peace of mind when offering isolved People Cloud through continuous investment in the modern, futureproof platform, analyst advisory and recognition, over 100 top-rated badges for software and service through customer reviews, and a unique People Heroes model that encourages peer-to-peer engagement, customer education and empowerment. "isolved embodies what Acrisure looks for in a relationship," said Daniel Mannes, AcriSource Practice Lead. "isolved has innovative, forward-thinking people combined with state-of-the-art technology. We strive to bring best-in-class solutions to our clients that can solve problems using technology to bring efficiency, predictability and simplicity around key aspects that drive business. isolved's single sign-on, compliance-driven solution for managing Human Capital is an important element to helping our customers thrive." isolved is laser-focused on enabling and empowering partners and joint customers to grow and succeed. Continuous and new investments in isolved Preferred include: Dedicated Territory Channel Managers: To support partners with customer acquisition. Dedicated Field Marketing: To provide co-marketing opportunities for mutual brand growth, customer acquisition and retention. Extensive Event Footprint: To support partners' customers and to grow referral business, such as 15 national workshops recently announced alongside Pearl-level Preferred partner, Acrisure. Preferred Partner Portal: For real-time access to enablement materials and co-branded collateral. Personalized Learning Path: Available certification and career paths within People Heroes University to maximize customer investment and to help train partners. Awards and Accolades: To validate customers' investment in isolved People Cloud. Customer Community Experience: To onboard Partner customers onto isolved People Cloud with community-based resources within People Heroes Community and local roadshows to ensure a connected customer experience. "isolved continues to invest in every area of our business, which has an immediate impact on our partners and the customers they refer," said Lina Tonk, SVP of Marketing. "We are big enough to deliver industry-leading software and services our partners can rely on yet small enough to care, so that we're always there when they need us. There's no better time to become an isolved Preferred partner." isolved just wrapped up its most well-attended and most successful customer and partner conference, isolved Connect, to date and announced the 2023 location. Customers and partners can register for the Palm Desert-hosted isolved Connect 2023, here. Companies interested in joining isolved Preferred can learn more here. About isolved isolved is an employee experience leader, providing intuitive, people-first HCM technology. Our solutions are delivered directly or through our HRO partner network to more than five million employees and 145,000 employers across all 50 States — who use them every day to boost performance, increase productivity, and accelerate results while reducing risk. Our HCM platform, isolved People Cloud, intelligently connects and manages the employee journey across talent acquisition, HR, payroll & benefits, workforce management and talent management functions. No matter the industry, we help high-growth organizations employ, enable and empower their workforce by transforming employee experience for a better today and a better tomorrow.

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ChannelAdvisor Launches New Integrations to Help Brands Effectively Scale Retail Media and Selling Operations

ChannelAdvisor | July 19, 2022

ChannelAdvisor Corporation (NYSE: ECOM), a leading provider of cloud-based e-commerce solutions that enable brands and retailers to increase global sales, today announced new integrations and platform capabilities to help improve product visibility, meet new sources of consumer demand and increase operational efficiencies. "With more than 350 marketplace and retail integrations, ChannelAdvisor's commitment to helping brands reach consumers across all stages of the consumer journey is obvious" said Steve Frechette, Vice President of Product Management at ChannelAdvisor. "Our Summer Release further demonstrates this unparalleled support by introducing an entire network of retail media channels that allow our customers to boost their visibility on some of the largest global retailers. By integrating with Criteo, one of the world's largest retail advertising networks, our sellers are now even better equipped to manage their retail media campaigns alongside their selling and order management operations - all within a single interface." ChannelAdvisor's Summer Release includes: Expanded Advertising Reach through Criteo With over five years' experience leading the charge in retail media, Criteo has established itself as a critical platform for brands seeking to expand advertising efforts across the same retail sites where they list their products. By integrating with the Criteo Retail Media API, ChannelAdvisor's Managed Services and sales teams can empower brand advertisers with more choices for how they manage and optimize their retail media campaigns with leading retailers, while expanding their advertising to reach high-intent shoppers in new cookie-less channels. ChannelAdvisor provides brands with a central platform for product listings and advertising strategies by leveraging automation capabilities for campaign creation and management, automated bidding, and ad management across preferred retail channels. "We're thrilled to have ChannelAdvisor join Criteo's API Partner Program," said Sherry Smith, Executive Managing Director Global Retail Media at Criteo. "Integrating with a leading multichannel commerce solution like ChannelAdvisor allows brands and retailers to expand their advertising to new retail media channels, while continuing to manage their campaigns in a centralized platform." New Product Showcase Capability for Brands and Channels on the ChannelAdvisor Commerce Network Since ChannelAdvisor released its Commerce Network in late 2021, more than 1,100 sellers and partner channels have created sharable profiles using the interactive portal. In this latest release, ChannelAdvisor's new Product Showcase feature enhances the experience by allowing sellers to promote products to potential channel partners that are looking for inventory, creating interest and cultivating new connections. Product Showcase also gives ChannelAdvisor channel partners an even deeper understanding of the product catalogs offered by sellers, leading to more connections within the Commerce Network, and mutual sales opportunity and growth for both channel partners and sellers. Enhancements to the Way Brands Can Integrate with ChannelAdvisor at Scale This product release also helps ChannelAdvisor customers automate key processes, including: Automated Export for Listing Views: Monitoring marketplace listings can be a time-consuming task for most sellers. ChannelAdvisor's Automated Export for Listing Views enables sellers to quickly identify and manage listing issues at scale. This in turn empowers sellers to create highly customizable listings exports that are automatically delivered to their inbox to allow for automated processing. Support for Webhooks: Sellers increasingly rely on accelerated business-critical processes to best manage consumer demand. ChannelAdvisor's support for Webhooks helps sellers save time and processing costs by allowing them to identify orders when they happen. Users can also specify a destination and ensure that any new order events are pushed directly to that system. Access Well Over 350 Marketplace and Retail Integrations to Reach New Consumers ChannelAdvisor continues to reinforce its commitment to channel diversification with support for more than 350 channels globally, giving brands and retailers the reach and flexibility to present their products to the right consumers at the right time across the globe. With this latest release ChannelAdvisor has added support for over 20 new channels including: Marketplaces: Bed, Bath & Beyond (US, CA) Check24 (DE) Debenhams (UK) Decathlon (BE, FR) Poshmark (US) Shopee (ID, MY, PH, SG, TH, TW, VN) Trendyol (DE) Veepee (ES, IT) 1P Retail Integrations: Douglas (NL) Rue Gilt Groupe (US) More to Explore Learn more about ChannelAdvisor's suite expansion by registering to attend the upcoming webinar on July 19 at 11 a.m. EDT/ 4 p.m. BST. About ChannelAdvisor ChannelAdvisor (NYSE: ECOM) is a leading multichannel commerce platform whose mission is to connect and optimize the world's commerce. For over two decades, ChannelAdvisor has helped brands and retailers worldwide improve their online performance by expanding sales channels, connecting with consumers across the entire buying cycle, optimizing their operations for peak performance, and providing actionable analytics to improve competitiveness. 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Techfino LLC Ranked on Channel Futures 2022 MSP 501

Techfino, Channel Futures | July 25, 2022

Techfino LLC has been named as one of the world’s premier managed service providers in the prestigious 2022 Channel Futures MSP 501 rankings. Techfino LLC has been selected as one of the technology industry’s top-performing providers of managed services by the editors of Channel Futures. For the past 16 years, managed service providers (MSPs) from around the globe have submitted applications to be included on this prestigious and definitive listing. The Channel Futures MSP 501 survey examines organizational performance based on annual sales, recurring revenue, profit margins, revenue mix, growth opportunities, innovation, technology solutions supported, and company and customer demographics. MSPs that qualify for the list must pass a rigorous review conducted by the research team and editors of Channel Futures. It ranks applicants using a unique methodology that weighs financial performance according to long-term health and viability, commitment to recurring revenue and operational efficiency. Channel Futures is pleased to name Techfino LLC to the 2022 MSP 501. "In 2020, we launched our ContinuedSuccess NetSuite Support service – the first white-glove, proactive, and Support-as-a-Service offering by a NetSuite Partner to help customers manage and optimize their NetSuite accounts", said Bryan Willman, Managing Partner and Co-Founder of Techfino LLC. "In 2020, we launched our ContinuedSuccess NetSuite Support service – the first white-glove, proactive, and Support-as-a-Service offering by a NetSuite Partner to help customers manage and optimize their NetSuite accounts", said Bryan Willman, Managing Partner and Co-Founder of Techfino LLC. "Since then, fast growing and large enterprise companies have enrolled in ContinuedSuccess enabling their organizations to achieve – and often exceed – their financial reporting objectives and operational efficiency with integrated processes”. This year’s list once again attracted a record number of applicants, making it one of the most competitive in the survey’s history. Winners are being recognized on the Channel Futures website and will be honored at a special ceremony at the Channel Futures MSP Summit + Channel Partners Leadership Summit, Sept. 13-16, in Orlando, Florida. Since its inception, the MSP 501 has evolved from a competitive ranking into a vibrant group of innovators focused on high levels of customer satisfaction at small, medium and large organizations in public and private sectors. Today, many of their services and technology offerings focus on growing customer needs in the areas of cloud, security, collaboration and support of hybrid work forces. “The 2022 Channel Futures MSP 501 winners are the highest-performing and most innovative IT providers in the industry today,” said Allison Francis, senior news editor for Channel Futures. “The 501 has truly evolved with the MSP market, as showcased by this year’s crop of winners. This is also the fifth consecutive year of application pool growth, making this year’s list one of the best on record.” “We extend our heartfelt congratulations to the 2022 winners, and gratitude to the thousands of MSPs that have contributed to the continuing growth and success of the managed services sector,” said Kelly Danziger, general manager of Informa Tech Channels. “These providers are most certainly driving a new wave of innovation in the industry and are demonstrating a commitment to moving the MSP and entire channel forward.” The complete 2022 MSP 501 list is available on Channel Futures’ website. About Techfino, LLC Headquartered in Philadelphia, this international consultancy specializes in designing, implementing, and managing best-in-class cloud solutions. From NetSuite licensing and implementation, training, integrations and optimizations, to support through our ContinuedSuccess program, Techfino is hyper-focused on solving the demanding challenges of ever-changing business models across a multitude of vertical industries. Techfino has also developed several proprietary data management products for NetSuite including the latest CleanSweep Archive app. For more information about Techfino LLC, their products and service offerings, visit www.Techfino.com. About Channel Futures Channel Futures is a media and events platform serving companies in the information and communication technologies (ICT) channel industry with insights, industry analysis, peer engagement, business information and in-person events. We provide information, perspective, and connection for the entire channel ecosystem. This community includes technology and communications consultants, integrators, sellers, MSPs, agents, vendors and providers. Our properties include the Channel Futures MSP 501, a list of the most influential and fastest-growing providers of managed services in the technology industry; Channel Partners events, which delivers unparalleled in-person events including Channel Partners Conference & Expo, the MSP 501 Summit and Channel Partners Europe; and Allies of the Channel Council (ACC) and DEI Community Group, our initiatives to educate, support and promote diversity, equity and inclusion (DE&I) in the ICT channel industry. Channel Futures is where the world meets the channel; we are leading Channel Partners forward. More information is available at channelfutures.com. Channel Futures is part of Informa Tech, a market-leading B2B information provider with depth and specialization in ICT sector. Every year, we welcome 14,000+ subscribers to our research, more than 4 million unique monthly visitors to our digital communities, 18,200+ students to our training programs and 225,000 delegates to our events.

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