I just saw an ad that stated, “we have 5 convenient locations to serve you.” Unfortunately, the “convenience” is only enjoyed by the people who actually work there.
As we study search words and phrases, we are finding more and more of a disconnect between ad copy and people search. That disconnect not only makes ads less relevant in the digital space, it doesn’t help you in off-line advertising to drive search in the mobile and tablet space.
One example of this is “convenient locations.” No one searches for “convenient location.” People search for “_________ near me.” It’s a subtle difference, but there are literally hundreds of examples of poorly worded ad copy compared to search vernacular—and today, search wins. So if your “convenient locations” are not near me, they are not convenient to me, they are convenient to you as an advertiser. And the wording does not help you get “found” in the Internet jungle.
So the advertising copy needs to have a direct message match to the search terms. In fact, a good call to action would be to ask people in advertising to “Search _____________” to find you.