Print and TV advertising may never totally disappear but in recent times they’ve certainly suffered a major decline in power and revenue. There may be a variety of reasons for this but the rise of new technologies like the internet and smart phones has a lot to do with it.  No matter what business or product you’re trying to promote online video is one of the most cost effective ways to increase visibility and extend your brand message, and it’s flexible and adaptable to your specific requirements.  Professionally produced web video can grab the attention of your audience and create a lasting impression of your business – and entice visitors to purchase.

Create an instant connection with buyers via video embedded on your website or blog; distributed in your company newsletter, emails and podcasts; uploaded and spread it across the web via social media sites with video sharing capabilities like YouTube, Google +, FaceBook, MetaCafe  (the list is large and growing) and used as advertisments on Adwords and social media sites. Can you think of a more cost-effective way to reach thousands of potential clients and make a great first impression?

At Starkeyz we create videos to suit the style and message you’d like to convey. You can incorporate personal introductions to your product, services and staff; tours of premises and facilites; customer testimonials and existing promotional imagery and logos. You can grab the attention of web surfers with a commercial online video clip that sums up your product or business in style. The options are unlimited and we can help you make it happen now producing the engaging, professional resource you need. Start driving traffic to your website and business today.

You can find out more about our services and watch production highlights at Starkeyz

To discuss your next digital video project email me at ash@starkey.net.au phone 0417 814 521

Best to you,
Ash Starkey

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Not surprisingly, a similar technique also applies to online advertising, and is also equally effective in engaging the searcher.

In my experience a ‘reflective ad’ will typically outperform even the most creative text ad.

Building a reflective ad

To build  a reflective AdWords ad we are going to use Google AdWord’s  Keyword Insertion capability to reflect the searchers term back at them.

Keyword insertion is a special ad statement {Keyword}  that substitutes a  searched term into the ad text. This can be added into your ad copy, the display URL or even the destination URL

When the ad is operating, the searcher sees their own search term where ever {keyword} appears in your ad eg assume the searched term was premium widgets

Practical reflective ads

All good so far, but ad text lengths still apply, so if your searcher enters a long term, your ad could be too long, so keyword insertion provides an alternative value should this occur.

So in this example, a long search term would end up looking like this:

Proper case

A final refinement with the Keyword Insert is it ability to change the case of the original search query. This subtle but important presentation refinement is set by the capitalisation used in the keyword command word itself viz:

Note that AdWords Capitalisation rules also apply which dictate there should be no excessive capitalisation

More information on Keyword Insertion is available here: http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996

So, set up a reflect ad in your campaigns, and test my theory that they will outperform your other ads.

Ill be interested to hear your results

Cheers
Pete

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