Win of the Week: Get Comfortable Part 2

Posted October 28, 2015 | CATEGORY: Ads, Boost Media, Search

We all know that confidence begins with what’s underneath. But with long work days and busy schedules, trekking to the store to shop for underwear probably ranks pretty low on the to-do list. So why not save yourself a trip and order your new favorite pair of boxers online? The below featured underwear company is here to help. Check out the two ads below and see which one persuades you to get comfortable.


The winning ad is #1. Penned by Boost Media writer “ChrisPascle” the ad has a 62% difference from its original counterpart. Let’s take a deeper look at why the two ads are so different.

The Original Ad

Ad #2 is very broad and fails to include anything specific in the copy. While, yes, it does entice the clicker with words like “hottest” and “selling,” the ad doesn’t reflect the thought process of someone searching for underwear. To go further, the copy is general and instructs the clicker to “choose a style now”. A busy shopper probably won’t want to search through endless styles, and more than anything is seeking guidance and and a convenient shopping experience before making a purchase.


The Winning Ad

Ad #1 does an excellent job of following the searcher’s thought process. The ad triggers in on the possible search words used, and asks the potential shopper if they are “ready to buy new boxers?” The shopper then thinks to himself, “You know what? I’ve been needing new boxers for a while. I am ready to buy.” In perfect form, the ad increases CTR by providing a discount code. Who doesn’t love saving money all while never moving from the comfort of their own computer? Who knew comfortable new boxers could be so easy and on sale?


Being able to entice the searcher with the right details is crucial in copy. It makes them want to click to learn more. By offering special promotion codes and asking questions, the ad becomes personalized while still pushing for a higher click rate.


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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