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.
This week’s contest is interesting to me because of the simplicity of the appeal: Send us your BlackBerry and we’ll give you cash. We’ll even pay for your shipping.
If you had an old BlackBerry that you wanted to get rid of, wouldn’t you respond to this offer? I know I would. It’s way easier than posting it for sale on eBay or Craig’s List.
For this reason, you might think that any old ad would work. Just tell ’em to send their BlackBerries and they’ll get paid!
And yet one of the ads above significantly increased CTR — even though both ads say basically the same thing.
In this case, Ad Two was the winner. It was written by “cartmetrix,” and it increased CTR by 60%. Here’s why I think it won…
1. The new title is more specific and conveys the offer more clearly. The original ad says, “Sell Your BlackBerry.” Good, but not specific. This could mean selling it anywhere… or even a guide on how to sell your BlackBerry. The new ad says, “Sell Us Your BlackBerry.” Ah… sell us your BlackBerry. Now you’ve got my attention.
2. The first line of the winning ad has a nice symmetry. It’s punchy and powerful. Compare “You Ship BlackBerry – You Get Paid” to the first line of the original ad, “We Buy Back Your BlackBerry.” Both convey the same idea, but the winning ad does it in a more powerful and effective manner.
3. The winning ad slips in an extra benefit: “No Hassle.” I think this contributes to the higher CTR because your average searcher may think, “Yeah, well, it can’t be THAT easy. It’s probably a pain in the butt.” The winning ad overcomes this objection in two words.
4. The winning ad also includes a clear call to action: “Send Now!” This is the logical conclusion of the ad. First, there’s the offer. Second, overcoming the main objection. Third, a bonus — free shipping! Finally, the call to action. It’s just a very well-structured ad that packs a lot of information in a tiny amount of space. Very efficient.
5. The original ad does NOT include a call to action. And so the ad fizzles out at the end. (Not to mention, “fast cash” is one of those phrases that might raise skepticism and trigger people to think the offer is “too good to be true.”)
6. The winning ad uses the URL to squeeze in the phrase “BlackBerry-BuyBack.” This looks like the URL of a buyback program and lends authenticity to the rest of the ad.
The bottom line: The new ad wins because it’s punchier, more specific, and uses the limited ad space more efficiently. Everything from the headline to the URL is just… better. And it results in a 60% increase in CTR.
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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.