a single source, nothing corroborates it

Check the ad is noticed, clear and persuasive

Before anything ships, test it against three requirements at once: does it get noticed, does it say what the thing is, and does it say why anyone should care. Most advertising manages only the middle one and states what the company does, which tells the reader nothing they could not already see. An ad that satisfies all three tends to become the top performer in the account.

The method

1. 01

   Check every ad against three requirements before it ships: that it gets noticed, that it says what the thing is, and that it says why anyone should care.

2. 02

   An ad that satisfies all three requirements at once can become your top performer.

3. 03

   Most ads only manage the middle part and just state what the company does, which tells the reader nothing they could not already see.

What it returned

• Dave Trott's triangle of impact, communication and persuasion, taught roughly a decade ago

• Bou's founder Jesse reports this as the best performing ad they run on Google

• An agency ad that says only that it is a brand agency is offered as the failure case

Sources

• Bou's Near-Perfect Google adHarry Dry · Marketing Examples · undated