First, take a look at this recent, winning contest:

Now, a couple of things about these two ads:

  • They both have the exact same headlines and URLs
  • Each ad has one and only one promotional claim/info-bit that the other ad doesn’t
  • The winning ad has “Get Exclusive Access” and the losing ad has “Style Delivered Daily”
  • Apart from those two differences, both ads contain “Premium Brands,” “80% off,” and “Free Sign Up / Join For Free.”
  • The winning ad way more than doubled Click-Through Rates, bosting it by 185%

In other words, apart from some slight rephrasing, the differences that made the difference between these ads comes down to the increased appeal of “Get Exclusive Access,” which seems reasonable enough, and the repulsive effect of “Style Delivered Daily,” which seems kind of odd to consider at first.

Why would “Style Delivered Daily” REPEL searchers?

Possible Answer: because people don’t want that many offers junking up their in box. Or maybe, because it now sounds like they’ll be marketing to you, rather than granting you “Exclusive Access.”

Either way, the point is that it’s entirely possible, and even likely, that the prospects for this ad didn’t consider “Syle Delivered Daily” to be any kind of benefit they wanted. And may have considered it something to be actively avoided.

Three Take-Aways

First, that without testing, this brand could have made that phrase a key tagline of theirs, without ever realizing that it was actively driving prospects away from their website. That’s how crucial PPC Testing is!

Second, that a professional ad writer can and should put herself into the prospect’s mindspace to see what might NOT be so attractive to them, even if it’s something the company feels IS a selling point.

Lastly, in order for a professional copywriter to take an outsider’s perspective, it really helps if they are actually an outsider — someone outside the organization. In this case, the winning ad was penned by Booster JeffBaum71, who is indeed outside of the client’s organization.

So… are you sure that YOUR selling points are really seen as attractions by your prospects? Have you tested it?