Have you ever seen PPC ads on Google that use extremely short copy as a way to stand out from other competing ads?
And have you ever wondered whether the approach works or not?
If so, I think you’ll find this Win of the Week quite interesting.
But first, which of these two PPC ads do you think had a higher CTR?
Read both ads, make your decision, then scroll down to discover the answer.
|PPC Ad #1
|PPC Ad #2
Before you make your decision, it’s important to know that these ads were written to promote Boost Media and ran only
on the Content Network. They have not been tested on the Search Network.
So, really, the question is: Did the short copy format beat the long copy format? Or did the long copy format beat the short copy format?
In this case, the long copy destroyed the short copy. Ad #2 was written by “chewiness,” and it increased CTR by a stunning 326% — more than triple the original CTR.
Just so you understand the back-story here, the original short copy ad was written in 5 seconds and put up as a place holder with the specific intent of having our writers beat it. But there are still some interesting lessons to be learned.
1. There’s a classic advertising maxim that says, “The more you tell, the more you sell.”
Or, as has been proved in most PPC contests I’ve observed, the more you tell, the more clicks you receive. Trying to be clever by under-utilizing the ad space is generally a crap shoot that almost always loses.
2. The winning ad’s headline does a better job of flagging down potential customers.
The question “Want Better PPC Ads?” is more likely to attract eyeballs than “Boost CTR,” which is somewhat vague. New advertisers may not yet be familiar with what CTR means, but they know they want better PPC ads!
3. The winning ad repeats the claim of the losing ad (“Guaranteed Better Ad Creative”)
— but goes further by offering proof to support the claim (“Our Clients See 30% Higher CTRs.”). This proof gives the claim “teeth,” increases reader confidence, and even creates a bit of curiosity. A person who reads the ad may want to know, “How do they get 30% higher CTRs?”
4. The URL used in the winning ad includes /Ads at the end to reinforce the claim that BoostCTR will help improve your PPC ads.
I’m not sure how much this addition to the URL impacted CTR, but I’m sure it played a small role.
The bottom line:
The new ad wins because it provides more information, flags down potential customers more effectively, makes a big claim, and then supports
that claim with statistical proof.
One test I’d like to see is rearranging the words in the winning ad so that the word “Guaranteed” comes at the end of the first sentence. So the new challenger might look like this:
Want Better PPC Ads?
Get Better Ad Creative Guaranteed!
30% Higher CTR on Average.
But I suppose we’ll have to wait to see the outcome of that test.
Oh yeah, I almost forgot…
Boost Media writers are standing at the ready to improve your pay-per-click ads on both Google and Facebook. Sign up today and put them to work.
After all, our clients see 30% higher CTR on average.
About the Author:
Ryan Healy is a direct response copywriter and BoostCTR writer. Since 2002, he has worked with scores of clients, including Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business, and is the creator of the Paid On Time affiliate program directory