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Author: "Rob Lenderman"

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Internal Consistency
By Rob Lenderman
Posted November 11, 2013  | CATEGORY: Ad Text Tips, Paid Search
I sometimes call it the clean bathroom approach to persuasion.   You know the saying, if a restaurant has dirty bathrooms, it probably has a filthy kitchen. Well, we apply that same thinking to most everything: we expect internal consistency. And PPC Ad copy is no exception.   But before we get into that further, […]

A Transfer of Confidence
By Rob Lenderman
Posted November 8, 2013  | CATEGORY: Ad Text Tips, Paid Search
Selling is sometimes referred to as a transfer of confidence. The salesperson transfers their confidence and enthusiasm for the product onto the prospect. And if you keep that definition in mind, you’ll have everything you need to pick out which ad is today’s Win of the Week: Did you see the connection? Ad A did […]

Shades of Meaning Matter For PPC Ad Copy
By Rob Lenderman
Posted November 4, 2013  | CATEGORY: Ad Text Tips, Paid Search
Take a look at this PPC Ad Contest, and see if you can’t pick out some of the different word choices between the winning and losing ads:   So, here are the ones I picked out:   “Security System” vs. “Home Alarms” “Only $99″ vs. “$99″ “Fully Installed vs. “Installed” “Call [brand]” vs. “Call Now” […]

Internal Consistency vs. Ambiguity
By Rob Lenderman
Posted October 31, 2013  | CATEGORY: Ad Text Tips, Paid Search
OK, it’s Win of the Week time, so pick your winner:   Drum roll, please…..   And Ad B is the winner, tripling the Click-Through Rate of the previous top performer. That’s huge! So, what gives? Why does Ad B outperform Ad A by such a large margin? And the answer to that lies in […]

You Are Not Your Prospect Redux
By Rob Lenderman
Posted October 22, 2013  | CATEGORY: Ad Text Tips, Paid Search
Awhile back Boost Media published a Win of The Week, basically saying that as an PPC copywriter, you have to make sure you place yourself in the prospect’s emotional state and life situation, rather than just relying on your own gut instinct. And that advice continues to hold true, as this recent contest attests:   So, if […]

Are You Reassuring The Searcher With Your Ad, Or Are You Casting Doubt?
By Rob Lenderman
Posted October 19, 2013  | CATEGORY: Ad Text Tips, Paid Search
As usual, pick your winner first, then we’ll reveal which ad won and why:     Have you picked your winner? Good.   The actual winner is Ad B, which boosted Click Through Rates by a full 50%. Here’s why:   1. The Winning Ad Addressed Quality Concerns   I frequently say that PPC Ads […]

Adjectives Matter When They Can Directly Address The Key Want or Concern of the Internet Searcher
By Rob Lenderman
Posted October 11, 2013  | CATEGORY: Ad Text Tips, Paid Search
OK. Pick your winner: And the real winner is Ad A. Let’s look at what Ad A does differently and why these differences boosted CTR:   The winning ad uses better adjectives. “Colorful & Eclectic” are both more vivid and more meaningfully descriptive than the trying-to-hard “Most Stylish” The winning ad further defined the KIND […]

Answer The Freakin’ Question!
By Rob Lenderman
Posted October 4, 2013  | CATEGORY: Ad Text Tips, Paid Search
OK, maybe it’s more of a concern than a question, but ads that answer the searchers concern almost always perform better than ads that don’t. Granted, you can’t answer every question, nor can you really “prove” your claims and answers, but the more your ad answers, or at least promises answers, the primary concern of […]

Yes, You SHOULD Test Your Best Practices
By Rob Lenderman
Posted October 1, 2013  | CATEGORY: Ad Text Tips, Paid Search
The severe space limitations of search-based PPC ads means the ad writer have to make a lot of either/or choices. One can’t fit it all, so you often have to choose: Focus on Feature or on Benefit? Extra keyword usage or deal sweetener Unsubstantiated claim/adjective or added info-bit Focus on readable prose or streamline with […]

Sometimes Scarcity is a Good Thing In Your PPC Ad Copy
By Rob Lenderman
Posted September 27, 2013  | CATEGORY: Ad Text Tips, Paid Search
OK, go ahead and pick the winning ad:   Now, the real winner was Ad A and for three primary reasons:   It used the word “Unique” in the headline It used the phrase “Today Only!” and “New Items Added Daily” in the body copy The losing ad used “Join Now For Free” in its […]

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