Pull-Based Search Ads

Pull-based search ads target customers already searching for a solution to their problem. These ads leverage keyword optimization and concise messaging to present your value proposition when users seek relevant information. By meeting customers at their moment of intent, this strategy helps validate interest in your offering.

Cost

Costs depend on keyword competition and the average CPC for your industry. Budget considerations should avoid overly expensive campaigns during early experimentation to maintain scalability​​.

Evidence

Click and conversion data provide relatively weak independent evidence. However, combined with landing page conversions, they offer stronger insights into interest and market fit​​.

Metrics

  • Impressions: Number of times your ad appears in searches.
  • Click-Through Rate (CTR): Clicks divided by impressions, indicating ad effectiveness.

Success Criteria

  • CTR matches or exceeds industry averages (0,5%-1,5%).
  • Conversion rates meet pre-set goals, such as 10%-15% on a landing page.

Setup Time

Creating a text-only ad takes 1-3 hours, including keyword research, crafting ad copy, and setting up campaigns​​. If your ad includes imagery, it might take longer.

Run Time

Expect 1-3 days for ad approval and a minimum 7-day run to gather meaningful data​.

Risk Categories

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Ideal for testing the...
Value Proposition, Customer Segment, Channel, Customer Relationship, Cost Structure
  • Business Model Canvas: Channels, Customer Segments
  • Value Proposition Canvas: Pain Relievers, Gain Creators

Capabilities

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  • Marketing Expertise: For keyword research and targeting.
  • Copywriting: To create clear and persuasive ad text.
  • Analytics Skills: To interpret campaign data and make adjustments.

Setup

  1. Identify target keywords using tools like Google Keyword Planner.
  2. Define the campaign budget and ad duration.
  3. Create a concise, compelling value statement from your Value Proposition Canvas.
  4. Draft a headline and description highlighting key customer benefits.
  5. Set a landing page URL optimized for conversions.

Run

  1. Launch your ad after approval.
  2. Monitor daily metrics like CTR, impressions, and conversion rates.
  3. Respond to trends, adjusting keywords and bids to optimize performance.

Analyze

  1. Review daily performance reports.
  2. Focus on keyword effectiveness and ad engagement.
  3. Optimize underperforming ads by refining messaging or targeting.

Additional Information

  1. Integrating A/B testing with pull-based ads can refine messaging and highlight the most effective approaches.
  2. Ensure landing pages align tightly with ad content to maximize conversions​​.

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