Why do Google search ads get such high response rates? Ads on Google reach people at the right time. They don’t interrupt what people are doing. People search because they have a problem to solve or a decision to make. What better time for a marketer to deliver a message? The key for brands is to plant intent in the minds of your customers and prospects. Seek out apertures when you can reach your audience at moments they are most likely to be responsive and not annoyed by your message. Focus on finding people in-between content consumption when they’re most likely to respond. Map your brand to their intent. Don’t push. Don’t yell. Don’t sell. Don’t tell. Show. Chapter 6: Don’t Interrupt QUOTABLE: “ Consumers will tune out when forced to tune in.” – Scott Shamberg, SVP, Marketing and Media, Critical Mass GET GOOGLEY: The key is not to… … interrupt.