I typically concentrate on only one or two aspects of a BoostCTR Ad Writer’s strategy when I write this column — the aspect that the writer thought was most important in that specific case.
But this time, the Booster in question had such a great “Here’s what always seems to work for me” answer, that I thought I’d pass it on direct as a sort of Standard Procedure for writing better ppc ads.
So, first things first, here’s the contest in question:
The New Champion, written by ctr_guru produced a 41% increase in click-through-rate. And when asked about his strategy, here’s what ctr_guru gave as his four short and sweet tips that form the basis of his standard ad writing strategy:
“I’m not too sure what you looking for [in terms of my strategy for this ad] but I can give you in general how I normally approach ad writing and I’m sure its not groundbreaking but we’ll see:
- I always try to keep in mind Features, Advantages, and Benefits of the product and try to relate this to the search intent.
- You don’t always need to reinvent the wheel, sometimes changing a single word or line can increase CTR.
- Always check your landing pages for any calls to action you may find there or any ideas on how to say things. You may also get insight into the mindset of the searcher on a landing page.
- Always try to incorporate a compelling call to action.
Other than those few key points the rest happens in my head”
So if we look at tip #1, we see that ctr_guru focused on benefits over features, giving the searcher a clear understanding of the principle benefit right form the very first words of the headline: “Free Hard Drive Cleaner.”
Even better, ctr_guru related that to the search result by emphasizing the non-incriminating aspect of the benefit, a clean hard drive, rather than “evidence elimination.” A theme he continued on the first line of body copy by referring to “usage evidence” rather “evidence” — usage evidence is something everyone leaves behind, but “evidence” tends to imply evidence of something nefarious.
Finally, I’d emphasize how tip#1 and tip #4 combine in the second line of copy. I typically teach that a good CTA combines a benefit with an imperative verb. Most people just focus on the imperative verb (such as buy, download, get, click, etc.), but smart ad writers know that the benefit is typically the more important part of that formula.
And ctr_guru is definitely a smart ad writer. Just take a look at his call-to-action:
“Protect Yourself” — the benefit — comes before the “dowload now,” which is the action the advertiser would like the prospective customer to take. And the benefit continues to be phrased in a positive, non-incriminating light: you are using this software to protect yourself, rather than to eliminate evidence.
As for Tip #3, if you click through to the ad’s landing page:
You’ll notice how the CTA is perfectly matched to the landing page’s CTA (download now), and that the headline’s main benefit is perfectly matched to the landing page’s main selling proposition: a free download of the hard drive cleaner.
So there you have it, for great tips and a solid example of most of them put into action. Go forth and do likewise.