A bazaar approach to Google AdWords Bazaar may not be so bizarre…

What has paid search got in common with the old bazaar in Istanbul?

What has paid search got in common with the old bazaar in Istanbul? Quite a lot actually. They are both vast, sprawling, labyrinthine marketplaces, the main difference being that one is online and the other isn’t. They organise themselves along similar lines. Say you want a lamp. A search results page lists all the lamp makers in one place. Similarly, the bazaar has the street of a thousand lamp makers. Google has AdWords ads that take you through to the website. The bazaar has street hawkers who tempt you into their shops.

Grabbing the buyers attention

The street hawker knows that he only has a few seconds to stop a passer-by and interest him in his lamps. His job is to tempt the passer-by into his shop, not sell him a lamp there and then in the crowded street. And it’s the same with a Google AdWords ad. The ad’s job is to win the click and get the user to go to the relevant Landing Page of the website. We all know this but the more Google AdWords ads you look at, the more you see that they don’t respect this time honoured principle. Instead they try desperately hard to sell.

Trust your Landing Page

Don’t these advertisers trust their Landing Pages? Don’t they realise that you can say a lot more that’s relevant to a User’s search on a Landing Page than anyone ever could in an ad? An AdWords ad shouldn’t be a salesman, it should be a sales assistant. The ad shouldn’t sell to the user, it should convince the user that they’re only one step away from finding what they’re looking for and invite them into their “shop” with a click. If more Google AdWords advertisers adopted this approach maybe they’d see their CTRs go up and their bid costs go down. And then there’d be no going back, because once it’s out you can’t put the genie back in the bottle.
By Paul Booth

Paul is the Chief Executive Officer of The ATO Co, which delivers ATO AdWords copywriting for UK-only and international brands in over 80 countries around the world.