The following post is an excerpt from an internal workshop on writing effective ads. It builds up a case to look at both “relational relevance” and “necessity relevance” when writing ads for PPC campaigns. Introduction How does one write ad copy that goes beyond keywords and gets to the intent and motivation of the searcher? I have used case examples of tests done by a leading marketing research site. The goal was to determine ad performance based on two types of “relevance” parameters, defined later in this post. Relational relevance This is identified by search engines through algorithms, matching search terms against ad content. It considers relevance of search terms to ads when making placements (assign quality score in Google Adwords jargon). But is ... Read more...