Dieting can be a real pain. We see commercials and ads for weight loss and meal delivery programs across all channels. Most of them make extraneous promises that sound too good to be true and can end up costing you hundreds of dollars, but zero inches. If you were looking to start a diet plan with realistic goals and expectations, which of these ads would win your click?
The winner here is ad #2. Penned by Boost Media writer, “adhaf9999,” it’s CTR increased a whopping 569%. Why such a massive increase? Take a closer look.
The Original Ad
With this ad, you know you’re getting a meal replacement plan. But that could mean many different things. You could be getting a juice cleanse or some mystery bars that taste terrible. Maybe it functions on calorie count or a point system. This ad only that you’re getting “Tasty, Healthy” meals. And the most important benefit, of course, is “Proven Weight Loss.” This seems like a fairly decent ad, so why did it underperform so drastically? Well, compared to it’s challenger ad, it’s not hard to see why.
The Boost Creative Network Ad
This ad steps its game up. It doesn’t waste character space on the brand name. It bluntly tells you that this is a “Diet Plan That Works.” Immediately, the shopper’s attention is caught. The body copy follows with a strong CTA. Note that it says “Start,” and not, “Shed,” or “Loose.” As much as we’d all like to believe that pounds can melt off over night, they don’t. The journey to every goal has to “Start” somewhere, which is why this is such a successful CTA. This sets a more realistic expectation for the program. “Start a Powerful Weight Loss Plan” is a highly motivating call, especially with the use of a strong adjective like “Powerful.” Next come the two most important features of the program. “No Counting Points or Calories,” quells many a shoppers fears. No vagueness here. Click!
In the End
Although both of these ads are for the same program, you can see how they could be for two totally different programs. The original ad takes a softer approach without many details, where as the winning ad is successful because it gives you their no numbers approach right off the bat. It also incorporates a strong CTA, which is especially important for health and nutrition companies to use. The shopper knows what they’re getting into when they click on ad #2, and, frankly, it’s motivating. That’s what will win your click in the end.
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.