Before we do anything else, guess which ad outperformed the other:
Answer: Ad B outperformed Ad A by 817%. Let that sink in for a minute — Ad B created an 800% increase in Click-Through Rates!
So what’s the big difference? Here are the obvious ones:
- Shop vs. Find
- Modern & Unique vs. Eclectic
- Containers & Tools vs. Canisters, Jars, & Tools
So which elements are the crucial ones?
Frankly, with that much of an increase in CTR, I think there’s plenty of credit to go around and I think that all of Ad B’s changed words represent an improvement, but if I had to weigh one change more heavily than the rest, I’d put it on the last one: moving from the more generic “containers & tools” to the much more visual and imaginable “canisters, jars, & tools.”
First because vivid, imaginable words almost always do better. But mostly because I think that “canisters” and “Jars” are really what searchers are looking for when they search for kitchen storage and tools. And, really, creating a significantly better match-up of searcher intent is pretty much the ONLY way to get over an 800% improvement!
So what’s the take-away?
Testing, really. When seemingly small, but smart word choices can make an 800% difference in response rate to your ad, you’d be foolish NOT to test those kinds of changes, wouldn’t you?
And if I had to give another, I’d say always look further than mere keywords to the buyer intent expressed by those keywords, because matching-up with buyer intent is the real key to extraordinary PPC Ad performance, which is why this contest was this week’s Win of the Week.