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Bay Bridge Authority Using Google Content Network to Warn Citizens of Closure

Published: August 25, 2009

Author: David Rodnitzky

I got an interesting geo-targeted ad today on Gmail:

If you can’t read it in this screenshot, the headline is “Bay Bridge Closed” followed by the description: “Over Labor Day weekend, the SF – Oakland Bay Bridge will be closed.
On the one hand, kudos to the Bridge Authority for using online marketing to get the message out to the masses (in addition to road signs anywhere within 30 miles of the bridge, it seems). Of course, being the consumate search marketer that I am, I couldn’t help notice a few flaws in the ad text.
My biggest suggestion to improve the ad would be to add a call to action to get me to actually click through and read about the closure. For example, you could do something practical like”

SF – Oakland Bay Bridge closed over Labor Day. Get alternative routes now!

Or you could try one of the four basic human emotions. We could start with fear:

Don’t get stuck in hours of traffic this Labor Day – Avoid the Bay Bridge at All Costs!


Be a smart driver, find out all the details about the Bay Bridge Labor Day closure now!


Save gas by avoiding the Bay Bridge over Labor Day. Use the money for a picnic!


Limited offer! First 1000 visitors get free “I Survived Bay Bridge Closure” sticker!

So good start Bay Bridge, but next time read Blogation before you write your ad . . .

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