First some context: this PPC contest is for the ad group labeled “Down Comforter.” So, which ad do you think won:

If you’ve been paying attention at all, or even if you just know the first thing about PPC Ads, it’s pretty easy to guess the winning ad — it’s the one that actually uses the keyword term IN the ad.

The other ad fails this very basic step. So it’s no wonder that the winning ad boosted Click-Through Rates by 348%! But the losing ads failure isn’t quite as inexplicable as it might seem.

What you have to understand is that this client has an incredible number of keywords and SKUs that they are advertising on. So they use ad templates to cover similar keyword terms. If you look at the losing ad, it’s pretty clear that it could be used for almost any ad group targeting bedding, sheets, and so on. It’ll work for all of them — just not very well.

And that’s the compromise you make when you move to templates. Yes, Dynamic Keyword Insertion can help, but not as much as you might think.

So what’s the answer?

Outsourced PPC Ad writing and Ad Testing.

Because good enough no longer seems good enough when you realize you could be doing 350% better!