Best practices have been identified and labelled as such for a reason — because they’ve been found to boost Click-Through Rates often enough to make them a good rule-of-thumb for inclusion in your ad writing habits and to make testing them a go-to part of your optimization process.
That doesn’t mean they’re fool proof, or that you shouldn’t test alternatives to them. It just means that their worth remembering, worth testing, and, when possible, worth combining and stacking for maximum effect. This recent contest is a great example of “stacked” best practices, successfully tested as part of an optimization campaign:
Use of Registered and Trademark Symbols and/or “Official Site”
This one is interesting because it pits the winning ad’s use of the copyright symbol for the hotel name against the “Official Site” language in the losing ad’s first line of copy. But what’s better, to establish credibility with one character/symbol in the headline or to do it with 14 characters in the first line of body copy?
The winning ad takes the credibility factor and elevates it up to the headline (which itself is a best-practice for optimization testing) and manages to accomplish the same task with less than 1/10th of the characters.
Promoting Key Persuasive Information “Up”
This PPC Ad is trading on matching keyword terms for “Gulf Shores Hotels” with a powerful appeal to price. So the headline deals with keyword match-up and then the body copy deals with price. So where do YOU think price should go: at the bottom of the ad or as close to the top as possible?
The BoostCTR ad writer understood that persuasive information should be pushed higher up in the ad, and further to the left, when possible, so he raised the “$69 per Night” info to the first line of copy (and made room for it by using the Registered symbol in the headline rather than “Official Site” in the first line of copy.
Promise Immediacy and Instant Gratification Whenever Possible
The losing ad closes with a CTA to “Book Rooms Starting at $69/night!” but this makes no explicit claims as to how quickly or immediately the searcher can check availability and book the rooms. But the winning ad foregrounds the immediate nature of the Call-to-Action by closing with “Book or Reserve a Room Online Now.” In this case the “or Reserve” and the “Online Now” phrases are key to promising immediacy.
Stacking 3 Best Practices = 89% increase in Click-Through Rate
The sub-head says it all, by combining these three best practices, the author of the winning ad scored an impressive win in a tight and competitive keyword bracket, falling just a bit short of doubling CTR. So take a tip from the boosters and see if you can’t apply some or all of these best practices to your own ad optimization efforts.