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.
When I first looked at these two ads, I didn’t immediately see why the winning ad had won by so much. Both ads seemed reasonably strong and well-written.
But then I spotted “it.”
I realized “it” probably affected CTR more than any other single element in the ad. Can you spot “it”? Can you pick the winning ad?
Okay, time for the moment of truth…
The winning ad is ad number one. It was written by “chewiness,” and it improved CTR by 221% — more than double the original CTR.
Here’s why I think it won…
1. The winning ad deletes the word “Get” from the start of the title text. I think this was a good decision because “Get” is not necessary here. It delays comprehension of “Hip Hop Abs” for a split-second — and this is what searchers are looking for.
2. The winning ad leads with “Official Site” in the body copy. In test after test, the phrase “Official Site” seems to bump CTR, especially for ads targeting the names of specific brands and products.
3. The losing ad uses two words that are a turn-off to most of the male market: “Dance” and “Sexy.” This is the “it” I was talking about above. By using these words, the losing ad cuts out at least half its potential market.
4. The winning ad, on the other hand, avoids language that would turn off the male market, opting instead for the phrase “Get a 6-pack,” which is something both men and women want.
5. The winning ad emphasizes speed of results (“in Weeks”), while the losing ad does not. It is important to emphasize results like “Sexy Abs” and “Burn Fat,” but in this market people want results fast. If you can be specific about how fast the results will come, this should improve CTR.
6. For its conclusion, the winning ad ends with “30-Day Guarantee!” While not a direct call to action, this removes risk and feels like a call to action. The exclamation point gives the ad a little extra punch. The losing ad ends with “As Seen on TV,” which feels anticlimactic compared with the rest of the ad.
The bottom line: The new ad wins because it flags down searchers faster, immediately reassures them they’re in the right place, uses language that appeals to both men and women, and ends with risk reversal that acts like a call to action.
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, and is the creator of the Paid On Time affiliate program directory.