Traditionally, copywriters are taught to always build credibility, substantiate claims, and close loopholes. And that’s great advice for most traditional media.


In a sales letter, or radio ad, or magazine ad, one has time to trot out the proof and credibility elements that transform idle boasting into persuasive communication.


But PPC Ads are different. Often, there just isn’t space for proof and credibility building elements. Also, there’s sort of an implied promise that the proof and details will be provided after the click.


And, heck, an ad that at least makes a relevant claim is better than one that doesn’t even bother addressing the buyer’s chief concern, right?


And that gets to the crux of the matter: when making unsubstantiated claims in a PPC ad, how do you figure out the most relevant and CTR-boosting claim to make?

So with that question in mind, take a look at these two ads and pick your winner — which one makes the more relevant claim?


Well, if you’re looking for a Walking Cain, you are very likely NOT using solely as an affectation. In other words, you are in actual need of the extra support that the cain should provide.


And so while you’re undoubtedly interested in buying a nicer looking cain (hence the “Designer” included in the headlines and search terms for these ads), what else would be your chief concern?


How about QUALITY?


Yeah, that’s what I’d think, too. Apparently, it’s also what most shoppers thought as Ad B, brilliantly penned by booster mcdavis1982, managed to boost Click-Through-Rate by an unheard of 605%!


Also, note that neither ad provides any proof elements that the ads are stylish or fashionable. Nor are any specifics given as to the size of the selection/variety on sale or the speed of shipping.


But only one ad made the claim for quality, and that ad cleaned house when it came to clicks. Whether or not it cleans house in terms of conversions depends on how well the landing page makes good on the implied promise of “proof” elements appearring on the post-click landing page.


So what about your ads and your landing pages? Are your ads promising what your prospects are most concerned about? Are your landing pages living up to those promises?