It’s Win of the Week time, so take your guess on which ad won:

 

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If you didn’t guess Ad A, what were you thinking?

 

Seriously. If I’m a business person looking to get a liquor license, do I care how YOU got your license or do I want to know how I can get a license? Do I want to read case studies, or do I want to figure out what I need to do to get my license?

 

So is it any wonder that Ad A boosted CTR by an astonishing 273%!

 

The only thing I might suggest for the winning ad is testing alternatives to “Learn.” Because if you take the “write from the searcher’s perspective” idea one step further, you have to realize that there’s a substantial part of the population that carries negative connotations around the words “learn” and “read.” For these people learning and reading are difficult and time consuming.

 

So, how about just deleting the word “Learn” and testing, “Everything You Need to Know To Get A California Liquor License”?

 

But the point is you don’t have to be perfect at writing from your customer’s perspective, you just have to be better than your competitors. And any improvement will translate directly to your CTR performance, just as it did for today’s Win of the Week.