Once upon a time, the car industry used to use the term “mega brand.”  As in, Chevy was the “mega brand” but “Impala” was the brand.


They don’t use it anymore because it was a stupid concept that didn’t comport with reality.  People either primarily identify with the maker or the model, but not both.  So corvette drivers think of their cars as corvettes, whereas Silverado pick-up truck drivers think they drive a chevy truck.


The same is true with Ford cars and trucks too.  Mustang owners may say “Ford Mustang,” but in reality, they primarily identify with “Mustang,” not “Ford.”  So if you’re advertising a high-performance Ford Mustang, which is the more important term:


a)  Mustang Boss 302, or

b) Ford Boss 302?


So now that you know that, the following contest probably won’t come as any surprise to you:



As you can see, the winning ad used the more powerful term in the headline.  But there are also a few other important differences, specifically the following:


1)  The use of an emotionally relevant end-benefit in the winning ad “Own the Road with the…”


2)  The winning ad repeats the key phrase Mustang Boss 302 in the body of the ad


3)  “Get a Free Quote Now” sounds more immediate than “Get Free Quotes Today”


So what’s the bottom-line takeaway here?


You have to match your wording to the psychology and motivations of the searcher, which means you have to think purposefully about these things and methodically test them.


If you’re not currently doing that for your PPC Ads, perhaps you might consider hiring someone who will…