Both of the following ads are good, solid ads, but one far outperformed the other in driving conversions. Take a look and see if you can’t figure out why:

 

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So, they are both good ads because they both present good “scent” in terms of the search and keyword terms of “Beer License” and/or “Beer and Wine License.” Both use this term in both the headline and at least once in the body copy. Plus, both present the searcher with an offer and a call to action: get a free quote on a Beer & Wine License.

 

But the winning ad goes further. First, the winning ad further specifies the state for the license based on the geography of the search. So even though the searcher may not have specified “California” within the search terms, he or she was doing the search in California, and it was a safe bet that they wanted a California Beer & Wine license.

 

So by having this in the ad, it reinforces that the advertiser has what the searcher wants and simultaneously casts doubt on all those advertisers who don’t have “California” in their copy.

 

And this same effect is at play with the winning ad’s use of the term “personalized” as in “Get a Personalized California Beer & Wine License Quote.” Who doesn’t want their quote to be accurate and personalized to their exact circumstance? And if that company is providing personalized quotes, then what are the other guys providing? Guestimates?

 

Also, the winning ad frames its offer in terms of the customer: “Get a personalized quote & save time” from the first word to the last phrase, this ad is focused on what’s in it for the searcher.”

 

Finally, by focusing on “Personalized” the winning ad sets the expectation that personal info will be requested in order to personalize the quote. Which raises post-click-through conversion by setting the right expectations up front.

 

That’s a lot of psychology for a 135 Characters, right?

 

How deeply are your PPC ad writers thinking about their copy? And how often are you testing that copy?