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.
Generally speaking, somebody who is looking for a mesothelioma law firm is looking for a law firm that wins cases. Mesothelioma cases can be extremely lucrative, and (obviously) anybody bringing a lawsuit wants to win.
With that in mind, which add do you think won?
The winning ad in this split-test was ad number two. It was written by “cashcow,” and it won by 61%. Here’s why I think at won…
1. By putting “Top Mesothelioma Law Firm” in the title, the new ad promises exactly what searchers are looking for. But the losing ad uses DKI with the alternate text of the law firm’s name. I see a big problem with this. I bet a lot of searches will exceed the max character count (due to the length of “mesothelioma”), so the alternate text will be used. And the alternate text is as vanilla as it can get. I don’t know anything about this particular law firm yet, so it’s unlikely to get me to click.
2. The new ad begins the body copy of the ad with another claim: “We Get Results!” This claim builds naturally on the first claim of being a top mesothelioma law firm. When you put the two claims together, it’s like an abbreviated way of saying, “We’re a top mesothelioma law firm because we get results.” Very powerful.
3. The losing ad begins right away by listing how much money they have recovered for clients. This detail is important, but it loses some of its impact because there has been no prior claim or promise that needs to be supported.
4. What’s more, the losing ad uses all two lines of the body copy to say just one thing. There are multiple unnecessary — and unnecessarily long — phrases. For instance, the phrase “On Behalf Of” could be shortened or eliminated entirely. The word “Thousands” could be shortened by writing the number numerically (as the winning ad does). Saying “Patients & Families” is redundant. The ad would be stronger if only one of the two words was used.
5. The winning ad capitalizes on the inefficiencies of the losing ad. It says in one and a half lines what the losing ad takes two whole lines to say.
6. Neither ad uses a call to action and neither ad changes the URL. But in this case, the winning ad has already differentiated itself by a sufficient margin.
Observation: Since the keyword “mesothelioma” is not used in the body of either ad, I do wonder if the ad could have been improved even more by using a display URL like this:
This is something I would want to use in a follow-up test.
The bottom line: The new ad wins because of its efficient use of space. It gives the searcher what he’s looking for right in the title; it makes a big claim; and it backs that claim up with proof.
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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.