No one ever settles for the first flight fare they come across. We all search and compare before booking. It takes time to find the best deals on air fare, similar to ad testing and optimizing. Compare these two ads for yourself and choose which ad you think soared.
If you chose Ad #2, you are correct! Created by Boost writer “DRVNS,” Ad #2 jumped 396% from the original ad. Here’s why:
Ad #1, The Original:
Characters in a search ad are precious. You only have a limited number to work with, so it’s important to maximize the value you can drive from text. Successful text ads generally use all of the allotted characters when crafting a message to reach a consumer. This ad has characters to spare, and perhaps if they used all of the real estate they were granted, it would have resulted in more clicks. In addition, the ad fails to use grammar in the body text, leaving one long run-on sentence. Run-on’s can confuse the consumer, and leave them to draw conclusions that are not accurate.
Ad #2, Boost’s Ad:
This ad utilizes the characters allowed and displays proper grammar. The searcher is clear about the message and what’s being offered. In addition, this ad engages by asking a question and targets a specific audience: frequent fliers. The language is personable and conversational, and the searcher may feel as if they are talking to a trusted friend while reading this ad. Lastly, “discover” is a strong CTA that compels the searcher to click to learn more.
In The End:
If nothing else, take the time to make sure your ad is grammatically correct and ensure that you are taking advantage of every possible character.
About Boost Media
Boost Media increases advertiser profitability by using a combination of humans and a proprietary software platform to drive increased ad relevance at scale.
The Boost marketplace comprises over 1,000 expert copywriters and image optimizers who compete to provide a diverse array of perspectives. Boost’s proprietary software identifies opportunities for creative optimization and drives performance using a combination of workflow tools and algorithms. Headquartered in San Francisco, the Boost Media optimization platform provides fresh, performance-driven creative in 12 localized languages worldwide.