Long before the exceptional targeting capabilities of the Internet, Facebook, and Mobile Phones, Ogilvy noted that “People are interested in what is happening where they live” so that “you get better results if you include the name of each city in each [Ad’s] headline.”
Just check out this sidebar illustration and caption from Ogilvy on Advertising.
And while technology has changed, human nature has not.
So when searchers are looking for services on Google, AdWords ads often do better when including the city or location of the searcher within the ad. And this contest is a perfect example of that. Just take a look at the winning ad below:
Note that the “[phrase]” terminology in the second line of body copy indicates where the geo-targeted location of the searcher is inserted into the ad.
This is especially important because people searching on Lung Cancer Lawsuits aren’t conducting such searches out of mere curiosity – they’re searching on that term because they or someone they love is thinking very seriously of pursuing such a law suit. And those kind of lawsuits are filed in state courts.
That means that experience in California Lung Cancer lawsuits doesn’t matter so much to someone in New Hampshire.
As always, the important thing is to get inside the head of the searcher and figure out what’s most likely to prove relevant and persuasive to them for their current search of task. And that’s precisely what BoostCTR Ad Writer, mcdavis1982, did when he created the winning ad for this contest:
“First I kept the DKI in the title. It makes sense since this is a nationwide campaign and want the most relevant title for the firm to pull for it when searched.
On the first line I took out National Experience and changed it to just Experience. This was due to the fact that this would be geo-targeted with the [phrase] insertion for the place the ad is served.
Finally, instead of saying “No Cost Consult”, I instead went with “Free Consult!” which tends to draw the consumer in more when they see free instead of no cost. A lot of times no cost is associated with no upfront cost, free denotes that you are not paying anything whatsoever for the consult.
Minor changes but ones that make a big difference when going to a more targeted campaign with [phrase] insertion nationwide.
The original ad had to be modified slightly in order to allow for geo-targeting. I then added to that improvement by writing better call to action, ‘Free Consult!’.”
So what about your ads? Are you taking advantage of the Geo-Targeting?
More importantly, are you getting inside the minds of your prospects to find out what really matters to them? And are you baking that into your PPC Ads?