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?
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.
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.