The trouble with advertising a brand new concept or product/service category through PPC Ads, is that almost no one is yet searching for your product or service because they don’t know it exists yet.


And that means that your ads show up on searches for old-school options, rather than search terms specific to what you’re selling. In other words, your poor ads are set-up for confusion unless your skillful ad writing can overcome this challenge.


One example comes from a company that offers a third choice to the typical “pay for movers or rent a truck and move yourself” dichotomy. The third choice involves packing a moving pod and having a moving company drive your stuff for you. It’s a pretty cool option, but it takes a bit of skill to explain that to someone who’s actively searching on rental trucks or moving companies.


And that pretty much explains these results:


Note that the losing ad hardly explains this new option at all. The searcher for rental trucks is left thinking that this might be an ad for a full-service moving company. While the winning ad, deftly penned by booster brrescia33, explicitly calls attention to the fact that it is offering a new option — an option that combines the convenience of having someone else drive the rental truck with the savings associated with moving yourself.


In other words, the winning ad doesn’t pack more offers, calls-to-action, deal sweeteners, key words, or anything else into its copy and messaging. The only extra it sports is extra clarity on what’s being offered. And that clarity gained it a 162% increase in Click-Through Rates.

As I wrote in the title, clarity is your friend. So how clear are your ads?