Take a look at the two ads below. Imagine you are a business owner who is looking for signs that comply with the American with Disabilities Act (ADA). You know you’ve got to buy ADA signs to comply with the law. You’re not deciding whether or not to get these signs — only who to buy them from.
With that in mind, which ad would you click on? Which one would be more likely to earn your business?
This is not an easy contest to call. The ad that lost was the control ad for months. It beat quite a few challenger ads. Even though it lost badly in this contest, it’s a REALLY good ad.
Surprisingly, there is no difference in the title or URL. The only differences are in the body copy of the ad. It’s unusual to see such a large difference in CTR between ads that have the same title/URL.
Alright, made your decision?
The winning ad is (more…)