It’s never too late to go back to school. The same applies for ad copy – it’s never too late to make changes. Swapping out your ad copy and improving your CTR can only improve your paid search performance. Check out this week’s competing ads and pick which one you think earned it’s degree in paid search.
If you chose Ad #2, you are actually INCORRECT! This weeks winner is Ad #1! Created by Boost Creative Network Writer “aghaf9999,” Boost’s ad jumped 197% from the original ad. Here’s why:
Ad #1, Boost’s Ad:
The winning ad this week succeeds by highlighting a specific benefit: flexibility. People are very busy, and one barrier to enrolling in an online masters program is a lack of flexible scheduling. This ad directly calms the searcher’s fear by saying, “study around your own schedule.” In doing so, the ad makes an emotional connection with the searcher. Additionally, this ad emphasizes urgency by telling the search to take a masters degree now. The searcher is more likely to click now rather than waiting to click later by using “now.”
Ad #2, The Original:
While Ad #2 is still a good ad, it’s not as strong as the winning ad. This ad also stresses urgency by saying, “sign up today.” However, the hook isn’t as strong as saying “now.” A searcher may think they have all day to click, and thus not click right away. The ad succeeds by stating up front what product is being offered – a masters degree online. One downfall is that the benefit, “make your mom proud,” may not resonate with all searchers. It’s cute, but it’s not a strong enough incentive for the majority of searchers to earn an online degree. Benefits in ad copy should be strong and resonate with most consumers in a direct way.
In The End:
Top performing ads succeed when they emphasize urgency and lay out the benefits for the searcher. Do both of these things up front with your ad copy and you’ll have more A+ winning ad copy.
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.