Before you do anything else, take a look at these two ads, and guess which ad won the split test for an ad group focused on a “Foreclosed House” keyword list:




If you’re like most people, you’ll guess the ad on the left with the highest keyword density.  And you’d be wrong.


The keyword is definitely important, especially in the headline, where searchers are most likely to be scanning for keyword match-up.  But after the headline, the intentions that lay behind the keyword/s become more important than the search terms themselves.  And that’s why the ad on the right won out against its keyword-stuffed competitor.


This is the difference between keywords and what I like to call “trigger words”: trigger words may or may not ever get typed into Google as part of a search, but they’re psychological triggers intimately related to the search within the minds of the searcher/prospect.


And it’s this same difference that was first and foremost in the mind of BoostCTR’s ad writer, Jack.W, when he came up with the winning challenger.  Here’s how Jack.W himself explains it:


“In regards to the strategies used, I think if you look at the ad, you can really see the basic yet effective formula of having:

  • The main keyword in your headline
  • + an emotional driven benefit contained in the first line
  • + a feature/benefit built call to action.

This is a well-known formula for writing PPC ads. What makes it effective however is not entirely the formula itself. I say this because I have seen other ads (including my very own) perform poorly even when this formula is employed.


The more I write ads especially in Boost, the more I come to realize that the better your understanding is of a market, the more likely you are to write a winning ad. That should be pretty obvious but I think it is often overlooked.


Having knowledge/experience of this market helped me use the right trigger words to entice and interest the reader enough to click on the ad. Hope this helps.”


Pretty cool, right?  Nice ad writing formula thrown in for a bonus, and one more ad writer reinforcing our common blogging theme that it’s always the searcher psychology that counts most.