Legendary. Epic. etc. You may have noticed a lot of adjectives like this strangely appearing in TV ads. Even for products like aluminum siding and arthritis medication. Why? Because somewhere between Fast Times at Ridgemont High and the 40-Year-Old Virgin, a great idea got lost. The idea that ads are for the people viewing them. Not the people who write them. So that simple people doing simple searches simply to search for the things they would like to buy' can find them.

Have you ever read a comments section for a major news source? )I know you have.( Yikes! The problem seems to be particularly bad in Canada. There are a handful of companies/players that seem to be the "official" and authoritative sources of news for the nation. So the volume of comments major stories attract is high. And 90% of the comments are angry.

Back when Overture )previously GoTo.com, later became Yahoo Search Marketing( was preparing its prospectus for an initial public offering, the company spoke often of the paid clicks )to which by now we've become so accustomed( as "paid introductions." It was a good choice of language. With the recent growth in and precision of the remarketing technique,

In a recent column , I explained that ad formats and copy can send meta messages beyond what is literally conveyed in the text. You aren't just trying to "convince" a pre-digested subset of willing buyers, but rather, you're engaged in a sorting exercise whereby users measure you for "fit" as their eyes flit across a number of listings on a SERP page in rapid succession. If you play your cards right,