FOUR WINNING PPC STRATEGIES TO INCREASE YOUR AD'S CTR
Two of the most effective ways to learn how to create better ads are to analyze real-word ad creative, and to understand how someone with a track record of creating successful performance-oriented ad campaigns thinks about ad copy and creative. In an effort to leverage both of these learning techniques, we'll analyze different versions of real PPC ads, break down the psychology behind them, walk through their strengths and weaknesses and discuss what makes the winning ad
a success.
The four key components of winning PPC ads are:
1. Referencing Landing Pages for Ad Text Inspiration
Learn how your best strategy for a successful ad could lie right in its associated landing page.
2. Thinking Like your Target Customer
Find strategies for thinking like your target customer and avoiding confusion.
3. Speaking your Customer's Language
Understand the importance of speaking your customer's language and the effect it has on them.
4. Focusing on End Results
Use your space effectively and focus on the end results that give customers what they're looking for.
Which ad would you click on if you were looking to get some Halloween cookies for a party or as a substitute for trick-ortreat candy?
AD 1
{Keyword:Halloween Cookies}
Halloween Smiley Cookies. Fresh
Baked Cookies Delivered to You.
www. .com/Halloween
AD 2
{Keyword:Halloween Cookies}
Want Cookies So Good It’s Scary?
Order Sweet Halloween Cookies Now!
www. .com/Halloween
There is no difference in the title text or in the URL. The only differences are in the body of the ad. Made your decision?
The winning ad is ad number two and it increased CTR by 66%. Why did the new ad win? Let's take a look–
1. The original ad wastes space by using the word “Smiley.”
Indeed, the cookies do have a “smiley face,” but that detail is somewhat irrelevant for a person who's searching for Halloween cookies. The expression on the cookie is not a detail worth including. Not to mention the phrase “Halloween Smiley Cookies” is a little bit awkward. “Halloween” and “Smiley” just don't seem to go together.
2. The winning ad uses language that's appropriate for the Halloween season.
The word “Scary” is an excellent tie-in to just about any Halloween product. Plus, the question “Want Cookies So Good It's Scary?” gets searchers to nod their heads in agreement.
3.The winning ad closes the body copy with a strong call to action that includes the primary keyword phrase.
“Order Sweet Halloween Cookies Now!” gets searches to click and take action.
4. We like the phrase “Fresh Baked Cookies” in the losing ad, but it's not enough to overcome the winning ad's strength.
The winning ad is nicely divided between the two lines: one line ends with a question mark, the other with a call to action and an exclamation point.
The losing ad has a sentence divided between lines one and two, no call to action, and only uses periods — all indications of an ad that will produce lower CTR.
The bottom line: The new ad wins because it uses language that's appropriate for the Halloween season (“scary” instead of “smiley”). Plus, the structure of the winning ad is better. It keeps each sentence on its own line, uses a strong call to action, and ends the ad with an exclamation point.
But that's not all. There's still one more thing to consider beyond just clicking on the ad–
Whenever you write a new ad to compete against your existing one, always review the landing page and pay close attention to the language and offers that appear there.
Notice the copy that says “So Good, It's Scary!” The author of the winning ad took this idea and used it in his ad — very smart. This not only improved CTR, but overall conversions as well because of the consistency between the ad copy and the landing page.
Next time you're writing PPC ads, make sure you closely examine the landing page. The winning idea may be hiding in plain sight!
Whether you have kids or not, it's time to think like a parent. If you were a parent, and you were looking for online games for your preschool-aged child to play, what would you be looking for? And which of the two ads below would you have clicked on? Make your decision, then scroll down to discover which ad won.
AD 1
Fun, Free Preschool Games
Give Your Kids An Edge In Life. Fun
Games That Teach. Try It Free Here.
AD 2
Online Preschool Games
3-D Virtual World for Kids 3-6 yrs.
Trusted by 20 Million Parents. Free
Take your time, we'll wait...
Okay, made your decision? The winning ad is ad number one and it increased CTR by 63%.
Why did the new ad win? Let's take a look…
1. Many parents are financially stretched, so the winning ad emphasizes that the games are FREE.
In fact, the winning ad says “free” in the title, the body copy, and the URL — three times total. (The losing ad says free only once at the end of the ad.)
2. The winning ad uses a stronger appeal in the title. The phrase “Online Preschool Games” sounds bland next to “Fun, Free Preschool Games.”
3. The losing ad creates confusion.
The title promises “preschool games,” but the first line of body copy talks about “3-D virtual worlds.” This wording makes you think of MMORPGs like World of Warcraft and Second Life — and you definitely wouldn't want your preschooler participating in those, right? So which is it: preschool games or 3-D virtual worlds? Sounds like two very different things.
4. The losing ad makes good use of social proof.
Unfortunately, it doesn't help as much as it could, since it seems to be defending the idea of letting preschoolers get lost for hours in 3-D virtual worlds.
5. The winning ad packs in lots of benefits.
What parents wouldn't want to give their preschooler an edge in life? And what parents wouldn't be interested in fun games that teach? Best part: It's all free! The winning ad sticks to the script, so to speak. No confusing language. Just benefits that appeal to parents of preschoolers.
6. The winning ad uses a strong call to action.
“Try It Free Here” is a great way to close out the ad. The losing ad, on the other hand, does not have space for a call to action, so tags “Free” on the end. But it's a bit of an afterthought that is disconnected from the rest of the ad.
7. Last but not least, the winning ad uses the URL to reiterate the core offer: free kids' games. The ad flows from start to finish.
The bottom line: The new ad wins because it connects with the parents of preschoolers and doesn't cause any misconceptions through the use of confusing terms. Not only that, the winning ad goes overboard to emphasize that the games are free, thereby getting more clicks.
