OK. Pick your winner:

And the real winner is Ad A. Let’s look at what Ad A does differently and why these differences boosted CTR:

 

  • The winning ad uses better adjectives. “Colorful & Eclectic” are both more vivid and more meaningfully descriptive than the trying-to-hard “Most Stylish”
  • The winning ad further defined the KIND of bowls they were offering: serveware (vs. decorative bowls); the losing ad does not, using the generalized ad-speak of “for Every Occasion”
  • The winning ad ends with a Call-to-Action, to “Shop Quality Serveware at ______”; the losing at has no CTA,

Now, here’s the thing, we can’t know for certain which of those three elements is most responsible for the performance boost, without isolating the variables in follow-up tests. But if you become a bit too much of a “best practices” fanatic, you could easily be led to believe that the CTA was the most important factor. And from the overall results we’ve seen at BoostCTR, that’s probably a false assumption.

So if you eliminate the CTA as the major factor, that leaves the adjectives and the specificity of “serveware” vs bowls in general. And my guess goes to adjectives, again based on the net results of thousands of test results I’ve seen at BoostCTR.

 

Adjectives — like unsubstantiated claims or — matter when they can directly address the key want or concern of the searcher. In this case, those key concerns would be finding the kind of bowls that the searcher can’t find at the local target — the stuff that would indicate a cool design sense when having guests over.

 

And there you have it: adjectives matter. And that’s what makes this winning ad our win of the week.