Dating service ad
Being in the #1 or #2 spot may not be the most profitable spot for you.For one of my clients, we discovered that averaging around position 4 is the most profitable spot so we are much happier being there than in the top spots, even if it means missing out on a bunch of clicks.So let’s take a look at these companies getting most of the love from Google (and those searching for online dating) to see what strategies you could borrow to win the hearts of more of your prospects.Leading the pack with a 89.6% Impression Share and an Average Ad Position of 2.8 is The ad is fairly straight forward and, like Match.com, e Harmony benefits from a very well known brand so can effectively use their company name in their ad.In this ad, they get some proof into the mix with the line “#1 Trusted for Online Dating,” which can help reassure those who are a bit reluctant to give online dating a try.
Their ad is not about selling you on signing up for their offering.Speaking of the landing page, let’s take a look at it…had an 88.3% Impression Share over the last 3 months with an average ad position of 1.4. And, because they have a brand that’s quite well known in this market, that works for them.It also lets them use their company name in the headline of their ad with more effectiveness than most companies would likely see.(Notice how they used the Registered Trademark sign in the ad—using symbols like this, when possible, can be a nice way to make your ad copy stand out from the competition.). There’s little doubt about what they want you to do: continue on to start looking at profiles, sign in if you’re already a member or hit the back button. If there are a limited number of things a prospect can do when they get to your website, it’s worth testing a stripped down, bare bones landing page like this one.And they also use some intrigue/curiosity in there to try to get the click with the call to action of “See Who You Match With!”At first glance above the fold, their landing page is similar to Match.com, with short copy and a very clear call to action with a form prompting users to start their search.