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Posts Tagged ‘Moving’

Take It The Next Level

Thursday, June 27th, 2013

 

As usual, let’s start with the contest — guess the winner, please:




OK, here’s a hint: I almost titled this Win of The Week column “Up, Up, and Away” because the basic premise is that once you find a piece of ad copy that boosts Click-Through, you should continue to test moving that copy higher and higher within the ad (from 2nd line of copy to 1st line and from 1st line to headline). You can also test moving the copy towards the left; at the start of a line or headline rather than at the end.


In the case of this weeks winner, the persuasive bit of copy was $80/hr, and the winning ad moved that from the 1st line of copy to the headline.


And while there are some additional factors in Ad B’s overall success (not bringing up negative possibilities or indicating that the searcher will have to “join” anything), moving the key persuasive copy into the headline was probably THE major factor in its record-breaking results. Because Ad B boosted Click-Through Rates by a truly astonishing 691%!


That’s almost 7 times the CTR as the old ad. Up, up and away, indeed. And that’s why this contest represents our Win of the Week.


 



Moving Beyond Keyword Match-Up

Friday, May 17th, 2013

 

Before we do anything else, guess which ad outperformed the other:




Answer: Ad B outperformed Ad A by 817%. Let that sink in for a minute — Ad B created an 800% increase in Click-Through Rates!


So what’s the big difference? Here are the obvious ones:


  • Shop vs. Find
  • Modern & Unique vs. Eclectic
  • Containers & Tools vs. Canisters, Jars, & Tools


So which elements are the crucial ones?


Frankly, with that much of an increase in CTR, I think there’s plenty of credit to go around and I think that all of Ad B’s changed words represent an improvement, but if I had to weigh one change more heavily than the rest, I’d put it on the last one: moving from the more generic “containers & tools” to the much more visual and imaginable “canisters, jars, & tools.”


Why?


First because vivid, imaginable words almost always do better. But mostly because I think that “canisters” and “Jars” are really what searchers are looking for when they search for kitchen storage and tools. And, really, creating a significantly better match-up of searcher intent is pretty much the ONLY way to get over an 800% improvement!

So what’s the take-away?

Testing, really. When seemingly small, but smart word choices can make an 800% difference in response rate to your ad, you’d be foolish NOT to test those kinds of changes, wouldn’t you?


And if I had to give another, I’d say always look further than mere keywords to the buyer intent expressed by those keywords, because matching-up with buyer intent is the real key to extraordinary PPC Ad performance, which is why this contest was this week’s Win of the Week.


 



The Power of Internal Consistency

Friday, March 29th, 2013

 

When analyzing PPC Ads, it helps to break them down into their component parts: headline, first and second lines of body copy, and URL, being the major structural components, with things like offers, claims, deal sweeteners, and calls-to-action (CTA) being some of the functional components contained within them.


But when a searcher scans a PPC ad, she doesn’t look at individual components, she sees the whole ad and gets her gut-level impression of “click” or “not what I’m looking for” from that overall, split-second gestalt.


What this means from ad writers is that how the elements interact with each other is just as important as how the different structural and functional elements work on their own. And that’s exactly the dynamic involved in today’s Win of the Week:



Both ads have roughly the same structural and functional components, though the two ads swap the order of their 1st and 2nd lines of body copy, with Ad A starting with the CTA and then stating the benefit, and Ad B starting with the benefit and then moving to the CTA.


But which ad has the better overal coherence and internal consistency?


Well, Ad A won the competition with an astounding 481% increase in Click-Though-Rate. Oh, and Ad A also has the better internal consistency and gestalt from line-to-line. Here’s why:


    1. The “How to” in the headline promises the delivery of instructional material or information vs. the “Qualify Your Leads” of the losing ad which could promise the delivery of a service or lead sorting software product or something other than how-to-type info.
    2. The “Step by Step” description of the guide delivers on the “How to” promise of the headline vs. the “Better Identify Quality Leads” of the losing ad which still leaves people guessing about what exactly is being offered.
    3. The “Learn How to Uncover Best Leads” both reiterates the promises of the headline and first line of copy, while also strengthening them, because uncovering leads implies the ability to see through distracting or misleading “camouflage” rather than simply sorting through obvious or easily identified leads. Compare this to the losing ad which only clarifies exactly what is on offer in the last line and sticks with language that implies a sorting function rather than a proces of discernment.


    So Internal Consistency matters in PPC Ads, just as it does in most other areas of advertising, marketing, and, life in general.


     



Yes, A Little Thing Like That DOES Matter!

Thursday, December 27th, 2012

 

Sometimes people look at a small tweak and think, could a little thing like that really matter all that much?


Well, yes. Emphatically “Yes!” Little things like:


  • Moving keywords form the end to the front of phrases
  • Moving key persuasive elements from the second line of body copy up to the first
  • Moving key elements from the first line up to the headline
  • Adding or removing small adjectives and modifiers
  • Including a Call to Action vs. skipping the CTA
  • Fitting in an extra use of a key search term, and
  • Swapping out synonyms to spin spinn different connotations


These things can all matter a great deal. Sometimes not, but on average, yes, these little things improve performance, but you won’t know until you test them. And here’s a perfect example:




Here’s what you should notice:


  • The key search term “VX Pro” is at the beginning of the headline for the winning ad, and at the end of the headline for the losing ad.
  • The key term “VX Pro” platform is repeated again on the first line for the winning ad, and a more generic, related set of terms is used on e first line of the losing ad.
  • The winning ad ends with an imaginable Call to Action while the losing ad is totally missing a Call to Action.


Of course, if you’re really an ad copywriting pro, you won’t even consider these things “Little” anymore. They’ll seem more like proven best practices, instead, which is actually what they are. And testing them out on your ads should form a key part of your ad optimization strategy.


So, yeah, these “little” things really do matter!


 



A PPC Ad Is Not a Joke – Frontline the Punchline

Monday, October 15th, 2012

 

Sometimes ad writers want to “build up” to key persuasive info in a PPC Ad.


They leave the info to the 2nd line of body copy or the end of a line of copy so as to put it closer to the Call-to-Action or to make it flow better gramatically — almost as if the ad were telling a joke and they were leaving the punchline to the end.


And this is almost always a mistake. Highly relevant & persuasive information always needs to be placed in as prominent and early a position as possible.


The only reason to delay it is if you are lucky enough to have even more relevant and persuasive information or claims to put in front of it. Other than that, always put the good stuff first.


If you doubt this, realize that your ad is just a small part of a search results page that is being rapidly skimmed and scanned. It is not and will not be read carefully unless that initial scan registers something worth reading.


This is why simply moving important info to a more prominent position can often be enough to more than double Click-Through Rates, as was the case with this recent contest:




The losing ad leaves 100% Free to act as a punchline. The winning ad proclaims FREE prominently as the very fist word in the headline.


And within the body copy, the winning ad puts the relevant benefit first and the product name second. The losing ad reverses this order, putting the product first and the benefit second.


These two changes resulted in a 141% boost in CTR. Admirably work from booster, brescia33.


Key Take-away: move the good stuff as high up and to the left of the ad as you possibly can. Frontline the punchline to improve your bottom line.