Check out this week’s PPC Ad Text Win of the Week. The winning ad beat the control ad by 45% even though the headline remained the same and only the 2nd and 3rd lines were changed.
Why did the challenger ad win? I have a theory about that…
The old champion used a targeted headline and then quoted a well-known Marines slogan to build rapport with potential searchers. Overall, I think this was a good approach.
But the new winning ad took a slightly different tack. Instead of using a slogan, the writer (“jeffbaum71″) blatantly appealed to pride and patriotism.
This approach won because of all the military branches it would be hard to argue any branch is prouder than the Marines.
Plus, in addition to the appeal to pride, the writer also asked searchers to “Honor the USMC” — a blatant appeal to patriotism. If the person seeing the ad had even one patriotic bone in his body, he would likely respond with a click.
Now, let’s dig even deeper…
Notice that the old ad included one simple command: “Buy Now.” Notice, also, that the winning ad included TWO commands: 1) “Honor the USMC,” and 2) “Buy t-shirts.”
Since most people searching for USMC themed clothing are either Marines or military families, I bet they are quite used to receiving and following orders.
Therefore, the double use of commands in the ad is brilliant. It is the same kind of language military people are accustomed to hearing just about every single day.
As always, remember to envision your ideal searcher and what he or she is thinking and feeling when your ad appears on the page. This will almost always lead to better PPC ad text copy… and… higher click-thru rates.
About the Author: Ryan Healy is direct response copywriter and BoostCTR’s Director of Writer Development. Since 2002, he has worked with scores of clients, including Alex Mandossian, Terry Dean, and Pulte Homes. Get more web copywriting tips at his Copywriting Code membership website.