SES: The Ad Everyone Wants To Read

    August 22, 2007
    WebProNews Staff

Compelling ads don’t have to be a hidden Grail, accessible only to scruffy types in fedoras. At SES San Jose, panelists for the Creating Compelling Ads session emphasized testing and relevance as keys to success.

(Our on-scene WebProNews staff has passed along this latest news from SES San Jose 2007. If you can’t be there, you need to be here with WebProNews this week, for videos and reports.)

Mona Elesseily of Page Zero Media touched on the usual suggestions for building ads. Advertisers should understand their Unique Selling Propositions, and create compelling copy for ads that address them.

Studying the competition can reveal an approach that one has not considered. If an ad has been working well for a competitor, a similar tack could work for others.

The ad copy created for a seller should be appropriate to the feel of the industry category. Entrepreneurs need to understand the buying cycle for their products, as some types of ads will be more effective than others at different times.

Only running a few ads doesn’t have to limit a campaign. Understanding those ads well from a deep analytic standpoint can reveal why a successful ad works.

Brad Geddes of said dynamic keyword insertion (DKI) often leads to higher click-through rates. DKI allows an ad to reflect the query being made that generated the ad’s presentation.

Geddes said DKI brings a one to one relationship to keywords and ad copy. It speeds up the ad creation process, which saves time and energy for the marketer.

Vic Drabicky of Range Online Media said the true challenge comes when trying to build upon an already successful CTR for a brand. He offered five steps as suggestions for improving both creative ads, and their results:

1. Maximize creative to your campaign goals

2. Maximize creative around your business ebbs and flows – seasonality

3. Target your creative to your customers in their locations – geotargeting

4. Effective search branding must be done creatively

5. The goal may not be to get every click, but to get every profitable click The main idea is to get one’s ads in line with what the advertiser wants to accomplish with a conversion. Each ad serves as a call to action, and the campaign should make the call the advertiser wants to see.