Kevin Gibbons

Creating competent paid search copy

I was discussing the contents of a client’s paid search adverts recently and discovered to my amazement that my customer did not consider the ad text to be particularly important.

She asserted the adverts were simply functional and that there was such
little space to play with anyway that it did not really matter what the
content was, people would click on it or they would not.

Seriously stupid socialising: how to ruin writing

Engaging with potential customers through social media is one of the key tactics I urge clients to undertake. Blogging, getting involved in forums, creating social spaces and visiting consumers in their own webspace, social media effort enjoys a great deal of success.

Of course, by virtue of being online, the majority of such engagement is made through written copy, with a small amount taking place through online video. While the potential for such marketing is huge, it is frighteningly easy to get wrong, risking reputation and consumer wrath.

Here are my main concerns when it comes to online copy – as always, leave a comment if you think I’ve missed any.