See how different scenarios of ad inventory can create either a competitive or monopolistic situation, where the copywriter should respond differently.
- [Instructor] Competitive ad copy occurs when you're competing with a range of ads targeting the same keywords and the same user needs to choose the most appropriate ad to click on. As you can see from this Bing ad search result, we're in a highly competitive situation here. Monopolistic ad copy, on the other hand, occurs when you're not competing with a range of ads targeting the same user. Where you know that the reader will only have one ad option to click on. This is something I love about LinkedIn marketing solutions.
As you can see here, on the email ad, there are no other ads to compete with. Gmail sponsored promotions might not be as targeted but it has a similar benefit in terms of being monopolistic. It would be very wise to distinguish between the two situations, and tailor your copywriting approach accordingly. Here are suggestions in creating competitive ads for search. The key objective here is to stand out from the competition, by differentiating your ad through a valuable proposition that is more appealing than that of the competition.
If you're selling a product that is price-sensitive, this could be a key point of differentiation. Especially if the competition listed their price in the ad copy, so you'd be doing the same. You can conduct a Point of Parody analysis, where you can consider the main benefits offered by the competition, and think about how you can match that. Then, a Point of Different analysis would be when you think of something that the competition doesn't offer, and this you can also clearly communicate in your offer.
All of this is really easy to communicate when you're writing a 700-word newspaper ad. However, copywriting for the web allows you to use far less characters to grab the attention of the reader. A compelling reason to click your ad will be key to getting visitors to your site. Monopolistic ad copy is not crafted for search results, but rather for display, and this we can use to target individuals on very specific criteria.
Since we're less concerned with outsmarting the competition here, it gives us the freedom to be more creative and more personal. This allows us to focus more on the customer's need, and to paint a picture of where the customer ultimately wants to be as a result of using our service or product.
- Understanding the difference between search and display advertising
- Mapping PPC marketing to the sales funnel
- Using marketing agencies and campaign specialists
- Creating a Bing Ads account
- Creating a Google AdWords account
- Granting access to third-party users
- Setting up a campaign in Bing Ads and Google AdWords
- Setting keyword match types
- Copywriting for PPC ads
- Improving the quality score of your ads across different networks
- Using goals and conversion tracking
- Handling typical problems in PPC advertising