Target your Ad Copy for Better Results

I saw a new billboard while driving into work this morning. The headline reads, "In Jail?" It then goes on and talks about how this particular bail bondsman will bail you out of jail. It also has the phone number and the name of the company. This billboard got me thinking--if you're actually in jail then would you really be able to see this billboard and take advantage of their services? Probably not. Whether it's an ad on a billboard, a pay per click ad on a search engine results page, or a listing in the organic search results, you must tailor your message to the person reading the ad. Otherwise, your conversions and ROI will be less than stellar.