Bil Keane, author of the comic strip, The Family Circus once said, “Yesterday is history, tomorrow is a mystery, today is a gift, which is why we call it the present.”

Keane might have almost made a fantastic SEM data analyst. But he got one detail wrong. He should have said “now is a gift” instead of “today.” The “present” on our wish-list is improved mobile ad copy performance. In Keane’s honor, we give you a comic strip explaining how terms of urgency like “today” and “now” perform differently between mobile and desktop devices.

Pixton version*CPI refers to Conversions-per-Impression, a metric which takes both click-through-rate and conversion rate into account.

**To see Boost’s analysis on ad length, click here.

Lessons for your CMO

  1. Look to SEM ad testing to understand device context. A search for “last minute San Francisco hotel” means something different to a laptop user in New York than it does to an iPhone user wandering the streets of San Francisco. Use large-scale SEM ad copy testing to uncover contextual differences by device to best craft your brand’s cross-device messaging strategy.
  2. Ask for cross-device messaging insights in conceptual chunks. SEM ad testing can be used to flesh out various cross-device messaging concepts such as urgency, call-to-action, value proposition, branded messaging, etc. Ask your team for insights relevant to concepts critical to your cross-device strategy.

Tune in next Tuesday for more CMO insights plus retail SEM ad copy benchmarks.


Click here to see our methodology.


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.