Advertise with brand in mind for long-term results

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Paid search ads are composed entirely of words, while display and social consist of both words and images. My suggestion is to pay close attention to how you are writing your ads and how you are representing your business through the imagery that you are using. You are better off with an ad whose message and imagery aligns with your business’s identity than one that is hyper-focused on the short term result that the user may be looking for. You should be aiming for a brand-laced ad that accomplishes both rather than a call-to-action-focused ad that only drives graphs in positive directions.

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Brad McMillen
Meet The Author Brad McMillen
Brad McMillen is a digital marketing consultant and freelance copywriter at Mac Strat in Indianapolis, Indiana. He manages pay-per-click campaigns, performs SEO audits, writes web content, and crafts direct-response copy. Connect with Brad on LinkedIn.