The main thing is to avoid any emotional words that cause the individual to think about something different than your ad. A famous one is Mother, this can cause many people to start to think about their mother. Personal words that convey a feeling other than purchasing would be counter productive.
Use words that are generic emotionally, but will excite and give the idea that this ad has value so that they read it.
In studying research on Text ads I learned that we need to be sure that they are search engine friendly. For instance one study placed the same ad with all of the words in the top line capitalized so that the search engines picked up more words in the title than just the first word. These were compared to ads that just had a title without this capitalization. The capitalization increased the rate of return by over 25%. In picking key words, we not only have to think of the readers, but the SEO needs of the computer search engines as well.
The main thing is to avoid any emotional words that cause the individual to think about something different than your ad. A famous one is Mother, this can cause many people to start to think about their mother. Personal words that convey a feeling other than purchasing would be counter productive.
Use words that are generic emotionally, but will excite and give the idea that this ad has value so that they read it.
In studying research on Text ads I learned that we need to be ...more
