Quick, can you tell me what all of these winning ads have in common when compared with the losing ads?

 

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Answer: Every single one of them included a detail or claim that addressed a key concern of the prospect. And that’s what made the difference.

 

Look, paying attention to the keywords and the intent behind the keywords is basic AdWords 101 type stuff.  But knowing what details, risk reversals, or reassurances to include — which ones are most important for answering the pressing concerns of the prospect — that’s the mark of the pros.

 

So let’s deconstruct this aspect of each winning ad:

 

For the Gazelle ad, the idea of getting paid for an old camera lens is naturally appealing, but who wants the associated hassle involved in with that kind of transaction?  So the 2nd line of body copy explicitly promises: “No Hassle Shipping & Payment,” boosting CTR by 81%

 

Now, traditional copywriting would tell you that an empty claim like that is just that: empty.  But in extreme short-form ads, most searchers are willing to click-through upon a reasonable assurance of future explanation and specific details.  And indeed, the landing page had better deliver on that promise by explaining what Gazelle has done to make these things “no hassle,” or all those increased clicks will be wasted.

 

Moving onto the ad for BankForeclosureListings.com, you’ll see that the first line of body copy directly addresses two huge concerns for the searcher: Free and Accurate Listings.

 

No one wants to search for foreclosure listings only to find that they’re a pay-per-view deal. Nor do they want to find a foreclosure that was already sold off a few days ago.  So is it any coincidence that CTR improved by 34% when these concerns were addressed in the first line of body copy?

 

Finally we have the Nine Clouds ad for RV mattresses. And the big assurance the champion provides on the first line of copy is that they’ve got every size mattress on sale.  The second line reinforces this messaging by saying that they’re not only on sale, but in stock – even if they’re “custom.”

 

The old ad simply said that the mattresses were “Made to fit your RV” which sounds a lot more like ordering a made-to-order, custom-made replacement, than finding the proper size already in stock.  Which would you rather do if you had the choice?

 

Key Take Away:  Give some serious thought to the bigger over-riding concerns of your searchers, and see how your ads might be able to squeeze in some phrasing that would reassure searchers on those very points. Then test that new messaging and see how it works.

 

This blog post was originally published at the Trada.com blog