Why do Google search ads get such high response rates?
Ads on Google reach people at the right time. They don’t interrupt what people are doing. People search because they have a problem to solve or a decision to make. What better time for a marketer to deliver a message?
The key for brands is to plant intent in the minds of your customers and prospects. Seek out apertures when you can reach your audience at moments they are most likely to be responsive and not annoyed by your message.
Zappos does this by placing ads in bins at airport security — where you’re likely to realize you need new shoes.
Twitter is a channel that has become a trusted source of interesting and current information for consumers. In turn, it’s a great pull channel for sales, marketing and customer service.
Focus on finding people in-between content consumption when they’re most likely to respond. Map your brand to their intent. Don’t push. Don’t yell. Don’t sell. Don’t tell. Show.
“There is far more good work to do than there is time. Chose carefully.”
“Brands can’t win by yelling the loudest.”
“The pace is speeding up. [Consumers] are speeding down the funnel. Marketers need to catch them.”
“If someone from Google says it, it must be true, because Google said it.”
– Leigh Terry, Managing Partner, OMD Australia
“Text ads can drive brand association and connection.”
“I’ve always believed that no one every learned anything while they were talking.”
“Consumers will tune out when forced to tune in.”
Just remember, the key is not to…
August, 10, 2011: Pew Internet put out some new research about how people spend their time online. This serves as a good complement/update to the OPA data presented in this chapter. Key findings include 92% of online adults use search engines to find information but only 29% on a daily basis. Laurie Sullivan shares more nuggets from this research in her MediaPost coverage.