Mar 14, 2005
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By Anne Holland, President
Next Sunday at 6 p.m. EST, The Biography Channel will be airing their special on Google. Ray Allen, CEO American Meadows, who is the officially profiled AdWords client on Google's site, told me Biography sent a video crew out to interview him for the show.
I asked him what made his campaigns so successful beyond the fact that he relentlessly measures conversion rates and ROI.
"Copywriting is my big thing. I've been doing it since the beginning of time," he said. "Everybody talks about ad rank. They don't talk about the words. If your ad is at #1 or #2 and it says 'Wildflower Seeds,' I'm going to kill you by saying 'Wildflower Seeds on Sale.' It doesn't matter if you're #1, if the guy at #3 is a copywriter, he's killing you."
His advice for hiring creatives to conduct search campaigns for you -- get a copywriter with an old-fashioned mail order background. Someone who has years of writing high-impact copy that grabs the sale in 10-12 words.