Digital Advertising Tutorials
Some of the best digital advertising tutorials online.
Google Ads Recommendations – Should I trust them?
Direct response marketing is easy. Just follow the formula, and it will work. But, of course, everyone wants you to believe that—even Google.
In direct response marketing, every ad should have a call to action; if not, it’s a failure. And there is truth to that. But, as my mentor, Dan Kennedy, like to say, you are trying to motivate a track pants-wearing, comfy chair-sitting dude eating cheeses and watching TV into taking action on your ad. That’s a lot of inertia to overcome, and without a call to action, you have no chance.
And let’s face it, we want a call or a click from our ads. So the call to action you incorporate in your ad must match your website. The recommended calls to action are easy for e-commerce stores but harder for service-based businesses. For service-based companies, stick to the “Call Us ..” or “Contact Us” or “Request a Quote.” These would be the proper recommendations to follow.
Promotional Phrases: If you have a guarantee, I recommend choosing a recommendation along those lines. The other selections tend to be price-driven, and we don’t believe in competing on price. Instead, we believe in being the highest price provider. That way, you can deliver the best customer experience.
I hate the “Trust Phrases.” Watch Stephen talk about trust in some other videos on this channel, and you will see why I hate trust phrases.
If you have an e-commerce store and display inventory quantity on your site, then I think some of the “Inventory Phrases” are brilliant. However, if you don’t, then don’t use these recommendations.
Location Phrases are helpful if you have more than one location or great shipping options. I prefer to put location information in the descriptions, but that’s my personal bias.
Shipping Phrases are great for a product-based business or an e-commerce site. However, for a service business that only delivers a service and no products, they are entirely useless.
Credit to original author (click on youtube video for more info).