Tip: get personal with Search
People are taking search more and more personally. Some years ago for example, you might have used the keyword ‘walking shoes’ to find a list of stores or information on walking shoes. But because expectations of search are growing, now, people are using the keyword: ‘walking shoes for everyday 20km walks’. Search terms are getting longer and more specific. Why is that and how can search play a role in this change ?
- Faster response: People are aware that the internet has a huge amount of information and are using longer search terms to find answers to their specific question. They are also used to seeing specific product pages with enough information and want to get to those pages as fast as possible.
- Personal Advisor: We see more and more people including qualifiers like ‘me’ or ‘I’ in their searches. Over the past two years, mobile searches with ‘for me’ have grown over 60%. We see the same trend with the searches “should I”. This means that searches are getting more personal and users are expecting tailored information and advice.
Consumers want answers as well as ideas and inspiration. Search advertising can be a meaningful tool and build a relationship with the users via good content, relevant ads and a generic keyword structure.
But did you know you can also personalize ad copy ? It is called the ‘IF Function’ and can be used to create a unique ad copy for a unique users based on device or audience list. This makes the ad tailored to each search and more relevant to potential customers.