Art Urges Voyages.

Glenn Friesen

 

No, you can not, in general, reliably predict or correlate the personality of an artist to the personality of their work, except for one condition: that an artist has a personality trait to act on an impulse to create art. Indeed, you can not even reliably predict an artist's next piece based on their prior work.

Don't believe me? Imagine a highly proactive writer from the Bronx, NY. Do you think of a story about a Unicorn being transformed into a princess? See: Peter S. Beagle. Now tell me, how does that information predict that Beagle wrote an epic episode of ST:TNG?

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The best call to action in display advertising is no call to action.

A link is by its nature an implicit call to action. People know they need to click on links to get to the destination of that link. People know they need to click on a display ad to get to the destination of that display ad.

The only action people can take on a display ad is a click (or a hover). Everybody who might ever click on a display ad know this. People know to take an action on something, they need to move their cursor over that thing, and click it. People behave this way by default. A link is, by default, an implicit call to action. A display ad is, by default and by context, an implicit call to action just by its very presence.

Never ever insult people with ad text like "Click here" or "Click here to begin." People already know they need to do that.

Call to actions on display ads don't necessarily mean more clicks, nor more conversions. You can test this. You should be testing this. (with multivariate tests). In my experience, I've observed that display ads without explicit calls to actions actually earn more clicks and conversions than display ads with calls to action. Of course, this could just be from the season, or for the audience, of the ads I've observed. Every audience is different. But all audiences know that to take action on something, they'll need to click it.

Use your available messaging in display ads to capture attention. Get the attention of your audience. Do not waste your limited display ad space with meaningless, even insulting calls to action. Just tell or imply to the audience what the destination of that display ad is.

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Caveat: I know this is heresy for many legacy advertisers, and against the grain of many online advertising "experts". I only report this having observed that ads prove more effective following this strategy. You need to test in your own campaigns to determine if this strategy is effective for your audience.

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Google's search algorithm is a virtual representation of how human beings would answer questions, by providing references in order of their usefulness and relevance to the person asking the question.

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Do not sacrifice UX for SEO. Good SEO is good UX.

Knowledge usually derives from past experience. Many past SEO tactics and strategies are obsolete and counter-productive knowadays. Be careful your agency isn't pulling the wool over your eyes or obfuscating -- the only SEO is SEO that brings quality inbound traffic to your website. The only CRO that is effective is CRO which increases your conversions. Both SEO as well as CRO should not be seen as independent of the User Experience. They are part of it.

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Superior performance, superior marketing and a whole lot of luck.

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