Most products invite more than one set of questions from shoppers:
- Do you carry the size I need
- Do you have the quality level I want?
- How soon can I get it?
- Do I need to buy something else with this to get the results I’m look for?
- What’s the price? Are you selling these at a discount?
- Is it worth it to buy it online if I need to pay shipping
- And so on…
Naturally one can’t address all those concerns in a single ad. So the smart ad writer looks to the search terms, and actual wording of the search queries, if possible, for clues on which concerns are most pressing. And if that fails, the next best bet is to test the different concerns to see which one’s produce the best results.
This Win of the Week represents a perfect example of such a test:
One ad addressed issues of quality, price, and inventory/selection; the other ad addressed speed — how soon can I get it. So which one won?
Well, it depends on the keywords, right? So here’s a hint, these ads were part of the “Flyer Printing” ad group. Does that help?
The clue here should be that the ad group doesn’t mention rush printing, just flyer printing. So from that we might guess that the ad which addresses more of the non-rush concerns would win out. And it did! Ad B boosted CTR by 188%
To see exactly how and why, let’s look at both ads on a line by line basis:
The winning headline has better search-term match-up because it directly addresses “Flyer Printing Services.” The losing ad doesn’t use the full search term of “Flyer Printing” in order to focus on “Next Day” service, as in “Next Day Flyers.”
The 1st Line of Copy
The winning ad addresses quality and price with the phrase, “Affordable Color Printing Services!” This is important because if you’re having the flyers printed professionally, rather than spit out on a photocopy machine or inkjet, you likely want a full-color, glossy product. And if you’re looking online rather than going to kinkos, you’re also probably looking to save some money.
In contest, the losing ad continues to focus on one single theme with its first line of copy: speed. The sentence, “Print Marketing Flyers in 24 hours” fails to address quality, price, or shipping costs. Just the ability to fulfill rush deliveries. And, frankly, this might work brilliantly if the searcher was looking for “express printing services” or even “next day flyers.” But that’s not the case here.
2nd Line of Copy
The winning ad’s second line of copy addresses inventory/size with “Business & Club Flyers In All Sizes.” In other words, whatever flyer you need, we can print it. This gives the searcher confidence to click-through for more details, as she can be certain that she’ll find what she wants.
The losing ad’s second line, on the other hand, does nothing more than repeat and re-emphasize speed of printing with its “In Today, Out Tomorrow!” line. It then finishes things out with a rather ineffective CTA of “Order Now.”
So this isn’t just a case of better copywriting through intelligent examination of searcher intentions. It’s really a case of WHY testing on different motivations, using writers with an outside perspective is so important. Clearly this company prides itself on printing speed. And emphasizing that capability probably works brilliantly for them on some campaigns. But not on this one.
For this campaign, it was necessary to test out different appeals. And the question now is, how many other campaigns could have their CTR’s more-than-doubled with similar testing? What other motivations might their PPC Ads be missing?
More importantly, what motivations might YOUR PPC Ads be missing?