Sometimes in advertising you need to think different(ly). In PPC advertising, standing out from the crowd is becoming more difficult as more advertisers join the fray. One way to stand out and attract short attention spans is to use wordplay and humor. We already covered strange attraction using unusual word or character combinations to boost performance. This time in our PPC optimization series we look at wordplay and humor.
Continuing our series on PPC ad text optimization, we look again at minimizing the cost of PPC text ads. With apologies to the Cure, we look at using ad text that offers a strange attraction to viewers. Using letter and symbol combinations that attract the eye can both increase click-through rates and lower cost per click.
After you’ve tried different PPC ad text position and display URL expansion it’s time to tweak punctuation! Varying punctuation on winning ads can improve conversion rates. You need to be careful, however, when varying punctuation in your text ads. Google has strict guidelines on what it will accept, with the risk of having your ads disapproved in the offing.