And how text ads can be the uniting factor in the relationship
Humans and search engines are two completely different organisms living together in harmony with each other.
Or at least the possibility of operating our lives harmoniously is present. However, that affinity is not always met, as a divide between humans and search engines is all too common.
Why does this divide exist? It exists because goals of online publishers and content marketers have to align with what audiences are searching for while fulfilling procedures set by search engines.
This disconnect can be avoided though. It just takes some insight and attention. With the proper understanding, online publishers and content marketers can look at search engines in the best possible light; this perception will help align the content used in search engines such as text ads, with the language used in everyday searches.
How people search
People engage in search engine use because they are looking for an answer to something.
This answer may help someone complete a project on his or her own, or it may lead the searcher to buy a specific product or service over a competing one. Regardless of the topic, search engines are used so frequently because people want to discover a result that will make their lives better, in some form.
Online advertisers, content producers and online publishers…
We as online advertisers, content producers and online publishers face difficulties while working with search engines. We have to follow the procedures of search engines while achieving our goals of aligning our content with the language used by the searcher.
So, while following search engine procedures, such SEO, how does one create alignment? To do so, we have to start by contemplating our core audience. Think about what your content is all about, and what questions people might be asking that can and will be answered by your content.
[text_ad]
Then, translate those conceptual answers into words. Take the content you know and are passionate about, and answer your audience’s questions. Maybe you will do this as the questions are posed; perhaps you will create content with the answers before the questions are asked. Either way, you will be appropriately supplying the searchers with what they seek.
Finally, beyond your content, your advertising copy should be setting expectations for your audience. If you are promoting for a free audio podcast with a text ad, and the ad specifically mentions learning about landing pages, then the expectation has been set. The audience members who had questions on landing pages expect to find an answer within your audio podcast because the advertisement says so.
Being able to create an alignment between your content, your audience and the search engines we all use is what separates successful online publishers from those still trying to learn the craft.
When it comes to text ads, your copywriting skills have to be top notch or proper alignment may not be achieved. If you cannot understand the audience, translate the concepts they are interested in or communicate effectively with them, you will be missing out on building your biggest potential community.
To learn tips, tricks and strategies for writing successful text ads, join us tomorrow (November 23rd) for our Writing Killer Text Ads webinar.
