How to make ads with the ‘most powerful words in the world’
Ads that make the most powerful words appear at the top of a page are becoming increasingly popular, and advertisers are finding ways to monetize them.
At least that’s according to data from the ad agency and research firm Zendesk.
The firm released its research into the industry Tuesday, and found that brands are starting to use phrases like “all things are equal,” “all of us are equals,” and “that’s the way it is” to drive traffic.
It also found that advertisers are starting using phrases like the following: “I’m a person of color and I’m here to serve you.”
Zendessk also found the word “all” is being used in nearly 80 percent of the ads it analyzed.
AdWords for AdWords also found a strong correlation between ads with “all people” and those that mention “people of color.”
The research firm also found more than half of all adverts targeted at people of color were with “people” in the title.
This trend is not a new one, but is becoming more prominent as a result of increased social media exposure.
“A big change in the last decade or so is the way we interact with people,” said Zachary Hernan, vice president of social, digital and interactive marketing at Zendesian.
“We’re connecting more with our audience through social media and more with the people that are using our platform, but we’re also connecting with them more through adwords.”
Hernon added that advertisers have also started to target their campaigns at audiences that are less likely to know the terms “black” or “black people.”
This type of campaign is known as a “black outreach,” and is an opportunity for advertisers to make the targeted outreach more relevant to the audience, said Hernun.
“I think that’s really important, because it’s a more relevant campaign than just saying ‘we want you to see this ad,'” Hernian said.
“It’s an opportunity to build a brand that resonates with the black community.”
The data also indicates that advertisers also are targeting audiences with low awareness of the word diversity.
The Zendesiks found that nearly 80% of ads targeted at lower-income groups (those with household incomes below $20,000 per year) used the phrase “all is fair,” and that a quarter of the low-income ads targeted by the firm used the word ‘black.’
A quarter of ads targeting lower-wealth groups used the term “allyship,” and nearly half of ads directed to people in households below $40,000 targeted “all Americans.”
“This is a really good example of a brand doing something really smart,” Hernen said.
The company also found an increase in the use of “all women,” which Hernn said was a common phrase that advertisers were using for their own content.
The research also found advertisers are using phrases such as “that is the truth” to sell their ads.
“This means that if we don’t use ‘that is,’ then it will be seen as negative and will be perceived as an ‘inauthentic’ or ‘untrustworthy’ ad,” Harnon said.
It’s important for advertisers, Hernorn said, to know their audiences, and to ensure that their ads are only targeted at those audiences.
“The best way to reach those audiences is to target those audiences,” he said.
Hernany said the company was also working with media outlets to better understand how these trends are impacting ads on the web and in social media.
He said the results from the ZendESK research will help inform ad campaigns on both the web as well as in social.
“For example, if we’re trying to reach audiences with a specific age range, we may be looking at older people or people who are in a certain age range,” Hohnan said.