Ads that attract. And attract. And attract. Search marketing isn’t just about thousands of words and complex mathematical bids. Though those are important. Think of a keyword and bid combination giving you a ‘slot’ on the page where you can write a few words in your sponsored link.

Many people stop right there. But what’s written inside those sponsored links is just as important. We’ve seen differences of 400% between one ad and another. And no computer program we know of – yet – can write good ads.

So we turn to our copywriters – and to their creativity. We try numerous creative approaches – in fact, on one client, we average 225 new ads a month, all to keep pushing the CTR (or click through rate for those in the know) higher.

And that’s just on text ads in sponsored links. Not too many people know that search engine companies do serve graphical ads too across tens of thousands of relevant sites. Over half of the ads served by Google, for instance, are shown outside the search engine, on tens of thousands of partner sites like New York Times, AOL, Indiatimes and the like. All on the same basis – pay-for-performance. This gives you a reach far beyond any other online ad network – and a super-fine ability to target.

We test, test and… as you can imagine in a digital medium, test again. We run different creative executions every month on every brand, retaining the ones that perform better in a continual survival-of-the-fittest shootout.

What gives us the freedom to do this is that we usually don’t charge for creative – so you don’t have to worry about how many variants you need to pay for. We consider this continuous improvement our investment in your success.

In essence, you get creative that works harder – and you only pay for the response.