Have a look at the two ads below. Imagine you’ve got a job interview lined up. Maybe it’s the first job interview you’ve had in a while, so you want to brush up on your skills — maybe even get a “sneak peek” of the questions you’ll be asked. You start surfing the web for job interview questions and answers, and the following two ads pop up on your SERP page. Which ad do you click on?
The ads are fairly unique. The URLs are the same, but the headlines and body copies are different. Which ad do you think spawned more than twice as many clicks?
The winner here is Ad #2. Crafted by Boost Media writer, “WordWizard,” it increased CTR by 164%. Where the original ad was getting 1 click, the new ad is getting 2.6 clicks. That’s more than double the original ad’s performance.
So why did the new ad win? And why did it win by so much? These ads took two very different approaches here. One ad sells the thing that is being searched (job interview questions), while the other one sells the thing being searched, plus emotional relief. Lets take a closer to look at both ads.
The Original Ad
The original ad is not bad. As a job searcher, wouldn’t you prefer to have interview questions and answers tailored to you, based on your background and the job you’re seeking? This is the promise made by the original ad; personalized job interview questions and answers.
The only critique of this ad is that it is quite wordy. Since the body of the ad is a single, run on sentence, it’s difficult to absorb quickly. Read it out loud to yourself and see. Because of its verbosity, the original ad is only able to sell one thing: personalized answers for job interviews. There is no more room to include any extra promises or benefits.
The Winning Ad
The winning ad uses both the title and the first line of body copy to deliver what the searcher is looking for. The searcher has typed in “job interview questions” or “job interview answers,” and that’s exactly what the ad promises to deliver. On the keyword level, the new ad is stronger.
But that’s not all. Since the copy is concisely written, it takes up only two lines of copy, leaving the last line for something extra. That “something extra” is the promise to “Calm Your Nerves.” As you may know first hand, job interviews can be taxing on the nerves, since there is pressure to make a good first impression. The addition of “And How to Calm Your Nerves,” may seem trivial, but gives the new ad a very strong emotional appeal.
The Key Takeaway
The power to tap into people’s emotions is indispensible. Ads that successfully do this always perform better. Remember that just because somebody searches for one thing, doesn’t mean that’s the only thing they’re looking for. Habitually, people will search for “the thing,” rather than the benefit they ultimately want. So give them the thing they’re looking for, but also give them that unspoken benefit. If you can do this, the searcher will feel as if you’ve read their mind, and reward you by clicking your ad.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.