Not that long ago, marketers would have paid a pretty penny for direct access to customers who were actively looking for what they had to offer. It was unthinkable that a message could easily and affordably be plopped down in front of prospects when they were searching for it.

Search engine advertising allows companies to communicate with their prime prospects when they are most receptive, those in “search mode” who are seeking exactly what is being offered. These ads are perfect for Challenger Brands because you determine a set budget and only pay when someone who is interested clicks on the ad. Marketing dollars are not wasted on impressions that don’t result in the reader taking an action.

However, these attractive benefits also mean, without a doubt, the competition will be there, right beside you, vying for the exact same customers. Here are some tips for making sure you get the most out of your search engine ads:

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Ah, finally. The 2008 presidential election has come to an end and all of America can go back to watching “not so” reality TV. But before we forget all about it, I want to share my story of how branding can effectively move people to action. I’m going to apologize up front for jumping on the “Obama as a Brand” bandwagon, but it struck me when my father said “I’m voting for change.” You see, my 69-year-old father voted for the very first time in his life when he cast a vote for Barack Obama, and that was his reply when I asked him why he finally decided to vote.

Regardless of which side you were voting for, how did Barack get to my father? My father, who lives in rural Pennsylvania, is not an Internet user, so the social networking campaigns that the Obama campaign has become famous for weren’t a factor. My father doesn’t subscribe to any magazines or newspapers, and he rarely puts on the radio. I will admit my father watches TV; usually between the hours of 5am to 9am and 3pm to 6pm – which means he didn’t see any of the debates or SNL skits. My father voted for change because the messages he did receive were consistent and compelling, and he believed them. He believed them because they came from credible sources, as they were discussed on TV programs he watches regularly, and from friends and family who engaged him in conversations. He believed them because they were coming to him from someone other than Barack Obama himself. And he believed them because they spoke directly to him.

So what can we learn from this famous Challenger Brand campaign? First, make sure your message is consistent and true to what you believe. Second, make sure you’re communicating in a language your target understands. And third, follow the KISS principle (keep it simple, stupid).