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PPC Ad Text Win of the Week – 90% Improvement for Wood Furniture

June 23rd, 2011 by

Today’s contest is interesting because the only difference between the two ads is the body copy.

 

  • Ad Titles are the same.
  • URLs are the same.

 

And yet one of these ads nearly doubled CTR. Can you guess which ad won?

 

PPC Ad #1

Wood Furniture - Ad #1
PPC Ad #2

Wood Furniture - Ad #2

 

Make your selection and then keep reading…

 

In this case, the winner was ad number one. It was written by “jeffbaum71,” and it increased CTR by 90% — almost double the original CTR.

 

So why did Ad #1 win? And why did the body copy make such a difference? Let’s take a look…

 

1. The losing ad starts off with a pairing of words that clashes in my mind. When I read “Stunning Chunky,” my mind has a hard time visualizing what that means. Is it something so chunky, it’s stunning for the sheer size of it? I don’t know. And as I’m searching, my mind isn’t prepared to figure it out.

 

2. The first word pairing in the winning ad reads more naturally and is more easily imagined. When I read “Beautiful Handmade,” there is no confusion. I keep reading.

 

3. The losing ad uses three descriptive words in a row to describe “Designs.” It’s a bit much. Without any punctuation, the first line spills onto the second line in a run-on sentence. Only two nouns are used in the first sentence — “Designs” and “Wood.” No mention of furniture.

 

4. The winning ad, on the other hand, provides a clear description of the product being sold: “Wooden Furniture.” It’s pretty clear that if I click this ad, I’m going to see beautiful, handmade wooden furniture.

 

5. To cap it off, the losing ad mentions “0% APR.” While I realize this may be a benefit for a person who is already committed to buying some furniture, it is premature to advertise to an online searcher. The reason: The mention of 0% APR implies that the furniture is so expensive you’ll need a loan to pay for it. This could cause many searchers to pass over this ad.

 

6. Rather than talk about interest rates, the winning ad uses a simple call to action: “Shop Now!” This is a non-threatening call to action that fits well with what most searchers are wanting — to shop so they can find the right furniture!

 

The bottom line: The new ad wins because it uses clear language to describe the product, avoids confusing descriptions, and uses a direct but non-threatening call to action.

 

Simple changes — big difference in CTR.

 

By the way…

 

BoostCTR 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. You could quickly see significant increases in CTR.

 

ryan-healy 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 world’s first trust seal for affiliate programs.

 

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