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Win of the Week: Gatorland

Posted October 14, 2015 | CATEGORY: Ads, Boost Media, Search

It’s the middle of the work week and you’ve hit that mid-week hump. You’ve gotten past the Monday blues, but your boss just reminded everyone evaluations are due and you start thinking, “I need a vacation.” You go to your computer and start searching for great vacation destinations. You want to go somewhere warm and do something exciting and out of the ordinary. You punch in a few keywords and bam—Gatorland in Kissimme, Florida. Beautiful weather plus a meet and greet with some of Florida’s finest alligators – what could be better? Check out the ads below and see which one excites you the most.

#Ad 2 is the winner here. Written by Boost Media Writer, “lexylex” the winning ad had a CTR of 8% compared to the original ad’s 3% CTR. Here’s why:

 

The Original Ad

This ad attempts to provide incentive, but the ad copy counteracts the original intent. Adjectives like “up close” and “personal” make the potential experience too real. Unless you are a real thrill seeker, seeing an alligator up close and personal may be too aggressive for the average vacationer and the average clicker.

 

The Boost Creative Network Ad

This ad does a great job of using creative language to entice the clicker. The usage of “exciting track into” allows the potential customer to visualize himself or herself at Gatorland. It helps eliminate any fear or hesitation someone may have before booking their tickets to hang out with some gators and crocs. This ad elicits a vacation in the mind of the browser before even making a click.

 

The better the creative language use, the more persuasive it will be. That’s why you should always test and improve your ads to increase clicks and conversions.


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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