The Google Search Engine Results Page (SERP) has just gotten more crowded, with more elements vying for your prospects’ attention. The New York Times’ Saul Hansell reported on Valentine’s Day that Google is now showing video ads on selected searches, and will soon be serving image ads, interactive maps and other "eye candy" features.
What does this mean for you and me? For me, I get a blog post out of it.
You, though, are going to find CTR (click-through rate) going down for your text ads if the video and image and interactive maps start catching on. So you might start getting tempted to create your own video and image ads for the search pages.
But videos and image ads are expensive, and slow to create and test. So how do you decide what to create?
Start with text ads, and determine the "hook" of the ad. What’s the one concept that you want prospects to get from your ad? Figure that out with quick and cheap and dirty text ads – only then spend the time and money and production value when you know what floats your prospects’ boats.