Sixt, one of the major car rental companies in Germany, needed a way to stand out from competitors. They discovered that entering "meitwagon" into Google leads to about 30 million hits, all of them pretty much alike. How would people find them in search engines? How would their brand stand apart among all of the different search results?
Sixt had the clever idea of using ASCII drawings in their text ads to make them stand apart. When people searched for certain keywords, Sixt's little drawings appeared in the side bar as a sponsored result. This led to a 47% increase in clicks. So, yes, you can get creative with search marketing...
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