I'm in the process of going over my Google ads. I've been running at least one Google Adword campaign announcing my custom art since January, so I have a lot of ad history to look over. This is giving me some great insight into what works and what may not work.
I'm thinking about a new direct mailing campaign. I want to apply my better Google ads to a printed ad of some sort, like a post card. Going through a long list of ads, I can see which ads have done well, and which ones haven't. Remember, the beauty of Google Adwords is that you can try all sorts of different ads. Since you're only billed for clicks, you only pay more for the best ads. If an ad doesn't work, you don't lose money.
There are some things I noticed while looking over my ads. The better performing ads all included a dollar amount. "You want Art. Starting at $200"... "Imaginative Art Starts at $150.00"... "Custom Art Direct from Artist! $200"..."Real Art direct from Artist $200"..."Unique Original Gifts $275 or less" . You get the idea.
Most of my better ads had the term "Original Art" or "Real Art". My favorite and best performers compared original art to prints."Want cheap prints or Custom Oils?"
Many of my better performers also included a question. "Can't find the perfect art?"... "Want cheap junk or Art?"
Now, there's a big difference between a Pay-per-Click ad and a postcard. People find a PPC ad because they're searching for your service. A postcard will find someone who may not be looking for my service. So I've had to do some homework and target people who are somewhat likely to want some original art. Chances are, those people own fine art prints from other local artists. I wouldn't want to include the "cheap prints" line and insult the collector and the artist whose print they own. Besides, I believe in supporting my local arts scene, and everyone in it!
But I'm starting to get an idea of what my next mailing might say. I'm going to ask a question, something like "Looking for the perfect gift?" Looking for the perfect piece of art?" "Can't find that 'just right' painting?" This approach acknowledges a problem that the prospect MIGHT be having. It will hopefully enter the conversation in that person's head.
The next logical step would be to provide the solution and offer my goods and services. "ArtofJohnFrench.com provides many quality, original oil paintings." The next line might read "Still don't see what you want? I will be honored to take on a commissioned work of art, just for you!" This line has a personal feel, and I hope it offers the prospect a sense of prestige and of being unique.
So I've studied my PPC Google ads and I think I've come up with some decent copy for a mailing campaign. Now I just have to design the perfect card! I'm planning to send this mailing out in August. I'll let you know how it goes!
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