How to dial in your ad messaging in an automated marketing world
Google and Microsoft have forced marketers away from manual controls in favor of automation.
Responsive search ads have replaced expanded text ads. Performance Max is the new way forward for ecommerce. Multi-platform is coming to a Bing account near you.
These days, experienced search marketers have fewer ways to differentiate themselves in performance marketing campaigns. But there’s a major one I’d like to dig into for this column: messaging.
Specifically:
- Messaging’s unique power in today’s search campaigns.
- Successful elements of great messaging.
- The right way to think about testing and refining your messaging.
- Resources for developing effective messaging.