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Archive for the ‘BoostCTR News’ Category

Adjectives Matter When They Can Directly Address The Key Want or Concern of the Internet Searcher

Friday, October 11th, 2013

 

OK. Pick your winner:

And the real winner is Ad A. Let’s look at what Ad A does differently and why these differences boosted CTR:

 

  • The winning ad uses better adjectives. “Colorful & Eclectic” are both more vivid and more meaningfully descriptive than the trying-to-hard “Most Stylish”
  • The winning ad further defined the KIND of bowls they were offering: serveware (vs. decorative bowls); the losing ad does not, using the generalized ad-speak of “for Every Occasion”
  • The winning ad ends with a Call-to-Action, to “Shop Quality Serveware at ______”; the losing at has no CTA,

Now, here’s the thing, we can’t know for certain which of those three elements is most responsible for the performance boost, without isolating the variables in follow-up tests. But if you become a bit too much of a “best practices” fanatic, you could easily be led to believe that the CTA was the most important factor. And from the overall results we’ve seen at BoostCTR, that’s probably a false assumption.

So if you eliminate the CTA as the major factor, that leaves the adjectives and the specificity of “serveware” vs bowls in general. And my guess goes to adjectives, again based on the net results of thousands of test results I’ve seen at BoostCTR.

 

Adjectives — like unsubstantiated claims or — matter when they can directly address the key want or concern of the searcher. In this case, those key concerns would be finding the kind of bowls that the searcher can’t find at the local target — the stuff that would indicate a cool design sense when having guests over.

 

And there you have it: adjectives matter. And that’s what makes this winning ad our win of the week.

 

 



PLA vs. Traditional PPC — What to Expect

Tuesday, July 23rd, 2013

 

Google Searchers always scan results for relevance before doing anything else. That’s why keyword match-up is so important in the headline — because if the seacher doesn’t find that instant signaling of relevance in your headline, she won’t ever read past that.

 

And this scanning behavior is one reason why image extensions, in the form of Product Listing Ads, are so compelling. If you’re not familiar with PLAs, Google uses them to allow e-tailers to include product images, price, and merchant name in a newer Ad Words format, replacing the regular text-only PPC ad format. They look something like this:

 

PPC tips
And as you might guess, the inclusion of images makes scanning for relevance extremely easy whenever a search is for a specific product.

 

This example image was, in fact, taken from a search for “Bonavita Coffee Maker” and you could see how these results would very quickly allow me to distinguish between themal and glass caraffes, and also to compare prices amongst e-tailers.

 

So why am I telling you all this? Two reasons:

 

  1. Our good friends at AdGooroo have recently compiled some very interesting data tracking the top e-tailers use of PLAs, which anyone involved in PPC Advertising would be well-advised to read, and
  2. BoostCTR has significant experience in optimizing image-based ads from our work with Facebook Ad Optimization and we expect to be adding PLA-opimization to our list of services in the very near future.

In other words, we’ve long been advocates of PPC Optimization, and we believe that PLAs just might represent a huge opportunity for impoving your paid search results. If you haven’t experimented with PLAs or other image extension opportunitues before now, you should storngly consider doing so.

 

And if you do find PLAs to offer a stronger ROI for your PPC Ad Dollar, then keep an eye out for BoostCTR to soon offer our optimization services for your PLA and image extension ads.

 

In the meantime, go read AdGooroo’s research over at Search Engine Land

 

 



Hero Conference: An ALL PPC, High Value Conference

Tuesday, January 22nd, 2013

 

If you’re involved in running or optimizing PPC Campaigns and you don’t read PPC Hero, you’re missing out.


PPC Hero was one of the original PPC blogs and remains the best of breed, as measured by popular opinion an every Top 10 list I’ve ever come across. Seriously, just Google “Top PPC Blogs” and you’ll find PPC Hero at the top of the organic search results.


OK, so that’s probably not news, but what IS news is that BoostCTR has finagled a $100 discount code for our readers to PPC Hero’s Hero Conference


2nd Annual Hero Conference — Just the Facts


  • Takes place Monday and Tuesday, April 8th & 9th with a workshop held on the 10th
  • Held in beautiful Austin, TX at the AT&T Conference Center
  • 100% PPC with 50 speakers, 200 attendees, 30 speaking sessions and 15 one-on-one workshops.
  • An Impressive List of Speakers and Experts, with (my own mentor & BoostCTR board member) Bryan Eisenberg keynoting on the first day.
  • A low speaker to attendee ratio of 1:4 for more one-on-one time
  • Early bird pricing offers a $100 discount, IF you order before February 8.
  • BoostCTR discount code of “heroconfboost” takes an addition $100 off, for a total discount of $200

If that sounds good to you — and why wouldn’t it? — you can register for the conference here. We at BoostCTR hope to see you guys there.


 



How Marrying Machines With Humans Makes Your Ads Pop

Monday, April 2nd, 2012

 

[originally posted on Adotas by David Greenbaum]


How many ads do you see in a day? The answer is up for grabs, with estimates ranging from 200 to 5,000. If you’ve ever seen the Million Dollar Homepage, where 1 million advertisers have their ads on a single page, you know how hard it is to stand out in the sea of online ads, even with an exciting logo.

 

Every second, on average, Facebook posts 700 user updates, and Google runs 34,000 searches, according to company statistics. Search engine marketers (SEMs), who deal with both text-only and display ads, need to be able to grab attention with mere words. (more…)

 



8 Ad Optimization Expert Tips to Lift Paid Search CTR & Conversion

Monday, March 19th, 2012

 

[originally posted on Search Engine Watch by Miranda Miller]


Ad optimization is key to lower CPC prices, higher click-through rates (CTR) and conversions, and a greater ROI. Even the lowest budget campaigns must be scalable and balance top-notch creative with ongoing analysis and optimization.

 

Small and large PPC advertisers alike struggle to find just the right formula for their paid search campaigns. There is no one-size-fits-all solution, but best practices can help any campaign; to that end, Marin Software and BoostCTR have shared tips for marketers looking to optimize the performance of their paid search campaigns.

 

Back in December, Marin and BoostCTR joined forces in a partnership that brought the power and scale of Boost’s crowdsourced ad copywriting and optimization army to Marin’s online marketing platform. Each published a case study sharing results of their work with W3i, an application network and joint client. Through their partnership, Marin and Boost were able to lift W3i’s CTR and conversion by 27 percent and 45 percent, respectively.

 

Here are Marin and BoostCTR’s top eight recommendations. (more…)