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Posts Tagged ‘Premise’

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.


Don’t Make Me Doubt

Thursday, July 5th, 2012


Web Professionals should recognize the title of this post from Steve Krug’s justly famous book, Don’t Make Me Think. The main premise of the book is that Website design and interfaces should be intuitive. Designs that aren’t intuitive, and that requirer thought on the part of the user, will underperform in terms of user task completion and conversions.

I think the same is largely true for PPC Ads. Can readers understand the advertised offer without having to think about it? Does it match up exactly with what the searcher is really hoping to find? Or are there mismatches?

And in the case of PPC Ads, mismatches don’t just cause the searcher to have to think — they cause her to doubt. To doubt whether this is the right X or the company is really on the level, or if the product or service will really deliver Y, and so on.

I mention this because the “Don’t Make Me Doubt” principle is the primary difference between the two ads in this Win of the Week Contest. So with that in mind, see if you can’t pick the winner:

Answer: Ad A increased CTR by 111%. Here’s a line-by line breakdown:

The Headline

The wining ad’s headline is instantly understandable — it’s a dating site for those 40 years old or older, a message that’s instantly confirmed by reading the body copy. You now have total confidence in the what’s being advertised.

In contrast, the losing ad makes you think. What’s “(40+) Dating”? Sure, you might guess that 40+ is referring to age, but it’s not instantly understandable. Plus, if you’re left just guessing and then look to the body copy for confirmation, you’re sorrowfully out of luck, cause there’s nothing in the body copy to indicate a dating site for 40+ singles.

The 1st Line of Body Copy

The winning ad’s first line of copy launches into the motivation behind the search. If someone is consciously looking to meet older singles, their not just looking for age compatibility, but emotional maturity. And it does this in a way that reinforces the messaging of the headline.

The losing ad’s first line of body copy also addresses compatibility, but in a way that would be generic to almost any dating site. There’s nothing about this line that would be unique to the 40+ dating demographic.

The Second Line of Body Copy

The winning ad’s second line of body copy closes with a Call to Action that echoes and reaffirms the messages from both the headline and the first line of copy. “Serious” means no “games & gimmicks” and “mature” means both 40+ and emotionally compatible.

The losing ad’s second line of body copy makes the search for 40+ singles sound creepy, but changing it from a desire for emotional maturity and compatibility to a desire for “affluence,” as if it’s targeted to gold diggers, or something. So not only is the messaging not compatible with the rest of the ad, but it’s off-putting as well.

Clear & Vivid Ad Writing Wins the Day

Ad copy that’s on-target in terms of keywords and searcher motivations wins. This is probably the most consistent principle in PPC Ad writing, with most of the tips and tricks given out centering on ways to effectively implement this principle.

But the second most consistent principle involves clear and vivid writing. If you make the offer clear, and you create the right mental images in the mind of the searcher, your ad will win out over unclear and/or uninspired ad copy. The “Don’t Make Me Doubt” dynamic speaks to this principle.

So don’t create doubt with any single line of your copy, and make sure that each line and phrase of body copy is consistent with the main message of the ad to ensure maximum clarity.