Which of these two PPC ads do you think had a higher CTR? Read both ads, make your decision, then scroll down to discover the answer.
As I mentioned in a previous Win of the Week column, Beach Body sells a variety of extreme fitness programs.
P90X in particular is one of their flagship products. It’s an extreme 90-day body transformation program. Because of its “extremeness,” it appeals primarily to men, but there are women who use the program, too.
With that in mind, which ad do you think won? (The winner is, I think, somewhat obvious.)
In this case, the winner is ad number two. The wining ad was written by “mcdavis1982,” and it won by a massive 165%. Here’s why I think it won by such a large margin…
1. The winning ad uses the first line of body copy more effectively by describing what the program actually is. “P90X Home Workout Program” tells me more than “Tony Horton’s 12 extreme workouts.” I know what a “home workout” is, but I’m not exactly sure what an “extreme workout” is. Do I do it at the gym… outdoors… or somewhere else?
2. The winning ad uses consistent terminology to avoid confusion. P90X is used in the title and the first line of copy. The losing ad, on the other hand, says P90X in the title and Tony Horton in the first line of copy. This raises a few questions: Who is Tony Horton? What is his connection with P90X? This lack of consistency causes a brief “hiccup” in the mind of the searcher.
3. The losing ad uses the second line of copy to include an offer and a call to action. While including an offer in a PPC ad can work, it’s a little premature in this case. Plus, there is a disconnect because the searcher is seeing the ad online, while the offer is a “Special TV Offer.” I suspect this approach would have been more effective if it had said “Special Internet-Only Offer.”
4. The winning ad uses the second line of copy to include a strong benefit/promise and call to action. The promise is succinct, targeted, and specific: “Get Ripped in 90 Days.” Most guys (and some gals) would LOVE to get ripped in 90 days. If a searcher responds positively to this promise, they will probably click the ad and consider ordering.
The Bottom Line: The new ad wins because it explains the product better, uses consistent language, includes a powerful and specific promise that the target market wants, and has a clear call to action.
As I looked at the winning ad, I thought of one very small change that I believe would have bumped response even higher. Can you spot the opportunity?
It’s really simple. Just add a period at the end of the first line of body copy.
By doing this, Google would then use the new ad structure whenever the ad appeared in the top ad positions — above the organic search results. The new ad structure gives you a much longer headline, which naturally attracts more attention and clicks.
But to benefit from the longer headline format, you have to use a period, question mark, or exclamation point at the end of the first line of body copy.
Even without the period, though, the new ad written by “mcdavis1982″ outperformed the control ad by a huge percentage (165%). Kudos to him for writing the winning ad.
By the way…
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About the Author: Ryan Healy is a direct response copywriter and BoostCTR writer. Since 2002, he has worked with scores of clients, including Alex Mandossian, Terry Dean, and Pulte Homes. He writes a popular blog about copywriting, advertising, and business growth, and is the creator of Paid On Time, the World’s First Affiliate Trust Seal.