But they garner conversions because they don’t just say “PPC Blah PPC.
Marketing Tip Use Emotional Appeals to Overcome the Brand HurdleBrand recognition matters in every industry, right?You want the red can with familiar white script; Shasta and Faygo might taste similar, but they’re not Coke.Insurance works the same way. The incredible minds that brought us Flo, the Gecko, or that one mayhem dude who’s always breakin’ stuff are protective of their brands. As such, unless you’re affiliated with the brand, you can’t leverage the power of its name in your Google Ads text ad copy.If you do, you’re gonna have a bad time.brand hurdles insurance marketing tacticsAs you Benin WhatsApp Number may well know, bidding on is difficult when you’re not BCBS. And while an insurance company might be gracious enough to allow your client to sell their policies, they aren’t quite so generous as to let you use their brand’s clout in your copy. This can make (I lied, it does make) achieving high Quality Scores next to impossible, sure, but it also makes you invisible on the SERP.Here’s an example from another industry…serp insurance marketing tacticsThe ads in positions 2, 3, and 4 are at a disadvantage because they can’t use the word “Xerox” even though the term is (was?) often used colloquially to refer to copiers.
https://lh7-us.googleusercontent.com/GA6DQ47TrtHbc5PvyObekhDUv0mxB7xnkvBQ_bOWiPji0N0C7LosKk4cx6Yxt-y8DCrggnNArX2PFOg94TdWD4cyLDdyEsdKAtxXGmUuW5Ie8Xzyn-3963bZt4sxXK3xdDdggzO_L-lAzD1tnHy5iy8
But they’re not doing themselves any favors by using bland ad copy. Instead of trying to stand out from Xerox or the other wannabes, the ads all look the exact same. They are expensive white noise at best.Now, what if the advertisers used sentiment (positive or negative) to spice up their copy?We recently conducted a sweeping analysis of high-performing AdWords ad copy to find out what makes a good text ad tick. We dug into everything from punctuation to lexical complexity, but the thing that stood out to me was the fact that 45% of top performing text ads used positive sentiment.sentiments insurance marketing tacticsWhat does positive sentiment look like in ad copy? Why, like this!positive insurance marketing tacticsThese ads run for brand keywords we can’t include in our ad copy.
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