2. Create Some Buzz And Go Viral
Every platform that hosts content has the potential for virality, and ad platforms are no different.
Remember the time that auto salesman posted a brutally honest Craigslist ad for his 2002 car that got the Internet buzzing? Or what about the time Geico released that Hump Day camel commercial and that’s all people ever said around the office on Wednesdays?
There’s no reason you can’t apply those same creative tactics to Google Adwords too.
“One of the most creative usages of Adwords I’ve seen was for Cinema L’Amour, an Erotic Cinema in Montreal,” said Philippe Côté-Léger, Online Marketing Director at Lab Urbain.
“They were bidding on the keyword Kleenex. I don’t remember the exact ad, but I guess you can figure out what they were saying!”
To be sure, virality on Google Adwords can be tough to achieve, especially when you’re up against super relevant ads on high-volume keywords. As funny as it may be, an erotic cinema’s ad for Kleenex is likely to earn a low quality score from Google and get buried without much attention.
Instead, try focusing on hyper-targeted and longer-tail keywords with less search volume. Or try targeting something that’s more timely, like an upcoming industry conference or event. Take it from the enterprising young graduate I mentioned earlier: by doing something completely unexpected for the right audience and bidding on the right keywords, you can make a life-changing impact.
Though the use of ASCII art in Google ads is now banned, here’s a German auto company’s inspiring approach to textual advertising from years ago.