We’ve often joked that you know your messaging is tight when you can get it all into a Google Ad. Seriously. With a 25-character headline, and two 35-character description lines, crafting a great on-message Google Ad is a Zen-like exercise in branding elegance. This is often where we find out how “tight” the messaging is, or isn’t.
This is particularly challenging for our clients who must live under the scrutiny of the FDA and/or the EPA. But always a great mental exercise.
The other tightrope that occurs when crafting Google Ads, is the balance between “positioning” and actual usage. As the brand guru, I often have to give up the carefully worded positioning language in exchange for brevity, clarity and everyday language. We may want to own a particular position in the market, but that is often not the language people are using today for that product or service. Google Ads are very Zen. They only know the now that is the minds of searchers. Because we are all seeking at any given moment. <grin>