I’ve long said that PPC Ads are one of the few places where it’s actively beneficial to use unsubstantiated claims in your copy and I think this recent contest really proves it. I’ll follow along with the “guess which ad won” format, but really, if you can’t pick the winner this week, you should probably give up on PPC advertising altogether:


ppc ad writing
So Ad A won, which is hardly surprising. But what might surprise you is by how much Ad A boosted performance…


Because Ad A improved Click-Through Rates by 338% — it more than tripled the CTR!


And really, it did so on the basis of what? Did it offer something factual or substantive that the other ad didn’t? Did it offer a discount or a guarantee or a deal sweetener or a free trial that the other ad missed? Nope.


Both ads offered Online Lead Generation services through CRM software. But Ad A made lots of blatantly unsubstantiated claims concerning their lead generation and CRM software, specifically that:


  • The the lead generation was easy
  • That it would product quality leads
  • That it would boost sales
  • And that it would optimize and simplify… something


Frankly, I sort of cringe at the idea of blatantly unsubstantiated claims proving persuasive. You really just couldn’t get away with this on most other advertising platforms. But somehow, it works on PPC ads.


I suspect it’s because the copy length is too short to substantiate the claims, but people still want to feel that the advertiser at least BELIEVES these things about his or her product. I mean, if the owner wouldn’t recommend his own business passionately, why should you even consider patronizing that business?


And that’s the big difference between the two ads in this contest. One essentially says to the searcher that “Yeah, we got that.” As in, “do you guys have CRM software that can do lead gen stuff?” and the losing ad ad says “Yeah, we got that.” While the winning ad says “Heck, yeah, we’ve got the easiest online lead gen and crm software around, and it will totally improve your sales leads and boost sales. You should check it out.”


You might not totally believe that second salesman, but you’d be a whole lot more likely to at least want to SEE his software product, wouldn’t you? And in online terms, being willing to take a closer look because of a passionate pitch is equivalent to clicking on an ad because it is at least making some claims for it’s product, even if the claims aren’t substantiated.


And that’s why this contest is our Win of the Week.