Stop The Lame & Mundane Ads Now
It’s time to step your Google AdWords & Facebook Ads game up.
Let’s face it, the internet is a noisy place, right? You know it, I know it..everyone knows it. A simple Google search will show you exactly what I mean.
Let’s work with an example. If I search life insurance on Google I get four ads at the top of the Google Search Results Page. If you look at the image you will note that the ads are all very similar in nature. If you’re anything like me you would likely pick one at random from the four unless you are already familiar with one of those companies.
The first company, Amica, is spending approximately $333,000 a month on Google AdWords. Global Life is spending over half a million a month. Select Quote is spending almost $885,000 a month and AAA rounds out the top 4 spending $408,000 per month. There are a few flags right away for Global Life and Select Quote but we’ll get to that on another blog post.
There really is nothing that makes any of these ads stand out. Life Insurance might seem like a dry topic that has little room to be creative because of compliance. However you can be creative while staying in the compliance guidelines. Take a look.
Just a real quick creative for AdWords and Life Insurance.
|You’re Not Dying Are You?|
|Life Insurance Isn’t Just About|
|Death. College, DI & LTC Planning|
The ad meets compliance for most life insurance companies but would definitely stand out in the crowd of boring ads from the top advertisers on Google.
It’s really not too hard to be creative even with the character limits of an AdWords ad.
On Facebook you can be even more creative. I am part owner of a startup in the golf industry and we ran a few ads on Google and on Facebook. On Facebook the ad can include an image so long as the image is not more than 20% text. No problem.
We created an all black image with a golf club and ball. There were two different statements that we used for this set of ads. The first was “We’ve Got The Balls To Change The Game” and the other said “This Isn’t Your Father’s Golf Game”. Both ads went over very well and drove traffic better than any other ads we ran on any platform.
In both scenarios the status quo of the digital advertising industry was challenged by being creative and bold in our ad text. These are just a few examples of what are possible. I will add this little caveat. Not everyone will like these ads but for those that do your conversion rate will certainly be higher. Not everyone likes the boring ads in the life insurance ad results either. Either way you will have some that disagree with your methods so why not use the one that will work to your advantage? Why not use the ad copy that gets you more traffic and conversions?
Challenging the status quo of advertising is nothing new in the advertising world but it is relatively new in the digital advertising world. The idea of using an all black ad was first used by Smartfood Popcorn. Many people told them no one would buy a bag of popcorn if it was all black. Man, were those people wrong.
If AdWords or Facebook Ads didn’t work for you in the past it might be time to revisit and do things a little differently. Buck the trend. Be Bold.