Small brands should answer consumer questions with search ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 14, 2019, 3:20 PM UTC

Research reported by MarketingProfs examines the motivations behind paid-search clicks.

The responses suggest that brands should tailor search adverts so that they answer real queries, particularly if they are not household names.

Of 506 people who had clicked on a clicked on a search ad in the month before the study, 33% said they clicked on search ads that answered a search query (the most popular option), while 26% said they did so because it mentioned a familiar brand.

The results also show suggest that clickbait ads many not be a good tactic, with only 19% clicking because of a “compelling title, description or image”.

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