The unfortunately salesman who keeps selling after he’s made the sale can often find he’s talked himself out of a deal. That’s called not knowing how to take yes for an answer.
And you’d think that PPC Ads would never suffer from this problem, what with the extreme length limitations placed on them and all. But you’d be wrong.
The urge to squeeze in one more deal sweetener or info-bit can actually backfire on the ad writer. Except that in PPC, you never realize that you’ve talked yourself out of a deal unless you test ad copy.
It’s optimization that lets you know when your copy wasn’t able to take yes for an answer. Just as this test did for a BoostCTR Client:
Answer: Ad B doubled CTR while Ad A couldn’t resist talking itself out of the click.
What did Ad A do wrong?
If you’re selling them stair treads, sell them stair treads and forget about the darn rug prices! In your mind stair treads ARE rugs, but not in the customers mind. Selling past the stair treads and onto the rugs just muddies — and loses — the deal.
What did Ad B do right?
Ad B frontlined the idea of savings by putting it in the headline rather than the first line of copy. It also used better verbs (“spruce up your stairs”) and emphasized “Ship Free” by putting in at the end of the second line of copy. Finally, it used StairTreads in the URL.
But mostly, Ad B stuck to selling stair treads and didn’t talk itself out of a deal by mentioning rug prices.
As I wrote earlier, not taking yes for an answer is more common than you might think — it might even be happening to your ads…