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Posts Tagged ‘Quotes’

Two Steps Too Many

Wednesday, March 6th, 2013

 

The overwhelming expectation for the online and virtual world is one of immediacy. As YouSendIt.com — a service that lets you send digital files right now — used to say “Overnight? Are you kidding me?”


And this spills over into PPC Ads, as well. Whatever your ad is promising searchers, they’re expecting it to be delivered NOW. Or are suspicious if you don’t promise immediacy of some sort. Which is exactly why this contest ended as it did:




When the losing ad promises “8 Free Quotes in 2 Steps,” it instantly loses most of the audience, which assumes that 2 whole steps involves them providing too much information, and probably a payment of some sort.


In other words, they assume that two steps is two steps too many. Why not just show me the quotes now?


The winning ad, on the other hand, promises to provide the quotes “Now,” on the first line of copy, and then further reassures searchers that the service is “Free!” on the second line of body copy. Perfect. Is it any wonder that this more than doubled Click-Through Rates, boosting CTR by 115%?


So take a tip from the Boosters and make sure your ads promise as much immediacy as your service or store can deliver.


 

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Posted in Ad Text Tips, Ad Writing Techniques, Copywriting, Paid Search, Tips From The Boosters | No Comments »


Pros Know What to Do When They’re Stuck

Friday, February 1st, 2013

 

Some ads are harder to optimize than others. And some of the hardest involve car sales, because, really, what can you say that’s relevant and credibile?


Few will believe your prices are exclusively lower than others’, because, well, why should they?


Huge selection is believable for LOCAL dealers, but is normally not that compelling online, because isn’t selection one of the natural advantages of online shopping?


So what are you going to do?


Well, in answer to that, first try to guess which of these two ads was the winner in a recent optimization contest:




If you chose Ad A, you not only guessed right, but you’re on the right track about how to get un-stuck as well.


See, when you’re stuck, the best thing to do is borrow a strategy that’s worked for someone else in that same situation. And that “someone else” doesn’t have to be another PPC advertiser or ad writer.


In fact, the “someone else” in this gase was Progressive, with their famous offer to quote you a bunch of insurance rates, including the lowest rate, regardless of whether they were the provider or not.


Multiple quotes is a compelling offer. And so is the implied ability to find the lowest price.


So Professional BoostCTR ad writer, reggaeton, borrowed this successful strategy from Progressive Auto Insurance, and netted himself a near-doubling of Click-Through-Rates, with a 95% increase in CTR over the previous ad.


So if you’re stuck, do what the pros do and steel a strategy that’s already proven to work.


 

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Posted in Ad Text Tips, Ad Writing Techniques, AdWords Ad Best Practices, Copywriting, Paid Search, Win of the Week | No Comments »


Smoke ‘Em If Ya Got ‘Em

Thursday, November 29th, 2012

 

Sometimes picking out the winner is easy — just like it is in this Win of the Week contest:




So… if you didn’t pick Ad B, you should probably give-up your PPC ad writing to pursue something else. I mean, of course the ad that mentions the $7,500 tax credit is going to work better than one just promising “Free Quotes Today!” How could you think otherwise?


But when the performance boosting element of the ad is that obvious and that easy to pick out, the puzzle switches from “which ad won?” to “why didn’t the previous writer use that element?” I mean, USE what you got, right? Or, as I might say, smoke ‘em if ya got ‘em.


The Answer usually boils down to lack of effort or lack of knowledge or both. In order to use this factoid, one would either have to know it, or take the 2 minutes to look it up on the website. In other words, when your ad is written as someone’s collateral duty, they crank out the ads as quickly as possible, and then those ads never get optimized. Leading to the kind of ads that lost this contest — ads that fail to take advantage of easy, obvious performance boosters.


And as self-serving as it might be to say, it’s still the truth: the answer is to use professional ad writers and to optimize/test their ads at the same time. That way you don’t end up leaving a 167% boost in CTR — and Heaven knows how many sales and dollars — sitting on the table.


 

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Posted in Ad Text Tips, Paid Search, Win of the Week | No Comments »


Make It Look Easy

Monday, July 2nd, 2012

 

Infomercial emcees and hosts have a golden rule when it comes to demos:


Always make it look effortless.


In other words, always act out the demonstration to make using the product look effortless and fun. Call it the Tom Sawyer approach to fence painting, if you will, but you want to entice the prospect with the idea of effortless accomplishment.


The same thing works for PPC Ads, too, and this recent winning ad contest provides a perfect example:





If you look at the losing ad/Old Champion, you’ll notice that it promises to list out “Concrete Patio Pros” — presumably so that the searcher could then contact them and get a quote on their patio project.


So even though finding such pros by Zip Code helps simplify the quote process, the idea of contacting them and getting quotes still sounds like a lot of work. In oher words, the mental image you create in the mind of the prospect is the opposite of easy.


Compare that to the winning ad, where they promise the end benefit of “a Great Deal on Your Concrete Project,” by allowing you to “Compare Free Quotes Now.” In other words, the ad copy creates a mental image of the searcher being able to compare quotes automatically provided by the Website. Doesn’t that sound a whole lot easier?


And as usual, easier wins, in this case to the tune of a 118% increase in CTR.


So follow the infomercial pros and craft your PPC ad copy to make your advertised product or service seem as easy as possible. Create a mental image of easy accomplishment and you’ll easily boost your ad performance.


 

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Posted in Ad Text Tips, Ad Writing Techniques, AdWords Ad Best Practices, Copywriting, Paid Search, Tips From The Boosters | No Comments »