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Win of the Week: All-Terrain Ads

Posted August 19, 2015 | CATEGORY: Ad Text Tips

If you’re an adrenaline junkie, safety probably isn’t your first thought. It certainly is your wife’s or mother’s first thought. You know she’ll nag you incessantly with questions about safety and insurance. Insurance should be a no-brainer if you own any sort of auto vehicle, but especially more so for the extreme ones like motorcycles or ATVs. Check out these two ads below for an auto insurance company advertising ATV insurance. Which one do you think would choose to keep you safe, without breaking the bank?

 

 

The winner here is ad #1. Written by Boost Media writer, “chigga102,” it’s CTR increase was over 700% more so than the incumbent ad. Why such a major difference? Keep reading to find out.

 

The Original Ad

Keep in mind that the goal of your search is for ATV insurance quotes. So why is there zero mention of ATVs in the ad anywhere? In fact, the headline says “Car Insurance.” The searcher was likely turned away from this ad completely, since it appears to only offers car insurance. Yes, saving is a beautiful thing, but it won’t do you any good if it is for the wrong product.

 

The Boost Creative Network Ad

The headline of this ad immediately jumps out at you. “Get ATV Insurance Quotes,” it proclaims. Boom, there you go. Without guessing, you know what you’re going to get when you click on this ad. Asking questions in the headlines or body copy is a successful practice because it ropes the searcher in. “Looking to Insure Your ATV?” it asks. “Yes!” you think. Then, maybe your wife will finally lay off (a little). The ad then tells you where to “Go,” with that CTA exactly. There you’ll find, “a Fast Quote You’ll Love!” You could love so many things about a quote, whether it’s timely, affordable and right for your needs- or all of the above. All you have to do is click to find out.

 

In the End

This is a classic example of why it’s important to tailor your messaging to your products. Using templated ads that have outdated or irrelevant messaging, or even advertise for the wrong product, are never successful.

 


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.

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