Forget me not: 3 steps to make your PPC ads more memorable

What makes text ads memorable? Contributor Purna Virji looks at ways to keep text ads fresh and top of mind by optimizing ad targeting and implementing ad extensions.

What makes some ads stick in your mind, while others are instantly forgotten and relegated to the trash heap of online noise we’re exposed to every day?

Have the memorable ad creators simply struck it lucky? Have the others taken general advertising principles, done some brainstorming and hoped for the best?

Is there a way we can actually quantify what makes text ads memorable?

The folks at travel research company Phocuswright set to find out as part of a study they conducted with Bing (my employer). They asked participants:

 

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