Most PPC Ads are made up of multiple informational and persuasive building blocks and phrases. Even ads built around only one central offer or proposition usually contain multiple info bits and framing elements.
And this is important to understand because once you see the building blocks in a PPC Ad (or potential ad), you can:
- Swap out and test differing bits, persuasive elements, and deal sweeteners to find out which elements are most important to the searcher and prospective customer
- Move the most important elements to positions of emphasis
- Change the way a given element is worded or presented within a phrase, and
- Test different sequences of elements to optimize persuasive momentum
This week’s tips from the boosters is going to focus on fourth element in that list: sequencing. So, first, take a look at this contest and notice the number of similar elements between the winning and losing ads:
The Common Elements
Here are the info and persuasive elements common to both ads:
- Alternative/Comparison Headline
- “you pack, we drive”
- “Free Quote”
- Same URL
And the changes made within the elements consist of:
- Your UHaul Alternative vs. Compare to UHaul Rental
- You Save Big vs. Save On Your Out Of State Move
- Get Your Free Quote vs. Free Quote!
The only consistency about the changes is the winning ad’s increase use of “You” and the addition of the “Don’t Wait” persuasive phrase to the 2nd line of body copy. And yet, the winning ad increased CTR by a substantial 195%
Persuasive Sequencing = The Difference that Makes A Difference
That’s because the real difference is in the sequencing. See, in the losing ad, they claim an unsubstantiated savings and then they mention the convenience. So the first two lines give the impression that this is an ad for a discounted rental truck, rather than a move convenient alternative to renting a moving truck. Only in the 2nd line of body copy did the ad mention anything about convenience.
The winning ad, on the other hand, starts off by positioning the offer as an alternative to UHaul, focuses in on the convenience of the offer, and only after hooking the reader on the convenience does the ad promise savings, followed up by an offer for a free quote to substantiate the savings.
AIDA is an Ad Writer’s Friend
That, folks, is what we call persuasive momentum, following the classic copywriting formula of AIDA:
Attention — Headline keeps searchers’ attention by matching their keywords
Interest — 1st line of copy earns searchers’ interest by matching their intentions
Desire — Follow-up copy makes offer as irresistible as possible
Action — Ad ends with a Call to Action
If you look at winning ad, you’ll see how well it follows this sequence compared to the seemingly jumbled mess of the initial ad.
So if you’re looking for something to test on your PPC Ads, why not try out a few re-sequenced, AIDA-friendly challenger ads?