Oh oh -- everyone else's tag lines look like ours.

We're doing some SEM work for a great client who plays in a very competitive space. One of the challenges is the high (relative) cost of search ads -- those terms are popular! But even tougher is creating an ad that stands out after we've paid a bundle just to get it in the top few spots on the search results page.

For once, it seems, good, solid, benefit-focused copy that offers eomething exciting isn't enough. Sheesh.

So we're going to break our own rule and get cute & clever (instead of direct) with the copy -- just to see if it generates some clickthroughs. It might work! Or not. But the test will tell the tale, and we won't know if we don't try. Stay tuned.