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Win Of the Week: All About the Charm

Posted January 7, 2015 | CATEGORY: Ad Text Tips

The holiday season is named so for a reason; sometimes we just need a break. With the winter months calling for a warm weather getaway, searches for transportation and hotels is at a high. However, travel ads can tend to feel dull and repetitive this time of year. One travel reservation website upgraded their ads to make more holidays happen.

Take a look at these two PPC ads. Which one inspires your next getaway?

 

Bookingcom(WINNER) Bookingcom TARGET

 

If you guessed ad #2, penned by Boost Media writer, ‘Rgrant,” then you’re on your way to your dream destination. Their ad’s CTR of 2.4% beat out the original ad’s rate of 1.2%- a 94% increase in CTR. Let’s pick apart the two ads to see why.

The Original Ad

One word: “template.” This ad uses the search terms without offering any real description. All we know is that this website will guarantee the lowest price if you book with them. It offers no other insights of other important things such as variety, “Taste” or what can be found in the town of La Porte, Texas. Sure, you care about affordability, but that doesn’t mean you’ll want to compromise quality.

 

The Winning Ad

The winning ad encourages us to really get into vacation mode. “Feel the Sweeping Southern Beauty” get’s the consumer in the right state of mind. Forget a generic hotel or motel; if you’re going to a destination, go for the full experience (“go big or go home,” as they say). “Find Hotels That Suit Your Taste” indicates that the site offers multiple options as well, and does not limit to a certain type. Variety is especially important for travel ads, as everyone has different needs and tastes. Personality and charm are major reasons why we chose hotels, so their ads should reflect accurately.

 


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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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