Which of these two PPC ads do you think won? Read both ads, make your decision, then scroll down to discover the answer.

 

PPC Ad #1

Online Law School - Ad #1
PPC Ad #2

Online Law School - Ad #2

 

If you’re having trouble deciding which ad won, I wouldn’t be surprised. At first glance, both ads seem fairly strong. And both ads have their merits and potential drawbacks.

 

Yet the winning ad won by a whopping 122%. That’s a HUGE difference in CTR.

 

Made your decision? Good. I can now tell you that Ad Two is the winner. It was written by “rfavero,” and it clobbered the control ad. The question is: Why?

 

I have a few ideas:

 

1. The use of the ellipsis in the title, and the reversal of “Online” and “Law School” in the winning ad’s title make it much more visible to a scanning eye. It’s hard to miss. Contrast with the old title “Online Law School” and you can see how some people may never get past the first word.

 

2. The first line of the winning ad is clear and straight to the point: “Earn Your Law Degree Online.” These 5 simple words build on the copy in the title and move the searcher closer to clicking. The losing ad’s first line, however, fails to maintain the searcher’s interest. “Search the Best Schools Offering” doesn’t say a thing about law school.

 

3. Both ads finish strong by saying “Start Now,” but in between the first line of copy and the call to action, the winning ad packs in an extra reason to click. After all, who wouldn’t want an “affordable” law school? Click.

 

If there is one word that caused the control ad to lose, it’s the word “Offering.” It is a complete waste of space.

 

As you compare the two ads, you can see how the winning ad says in less than one line what it takes the losing ad a line and a half to say. Therefore, the winning ad is able to say more in less space.

 

Bottom Line: The winning ad is clearer, punchier, and reads faster. Plus, it includes an extra benefit to top it all off.

 

What else do you notice about the winning/losing ad? Leave a comment and share your thoughts. Thanks!

 

ryan-healy About the Author: Ryan Healy is a direct response copywriter and BoostCTR writer. Since 2002, he has worked with scores of clients (literally), including Alex Mandossian, Terry Dean, and Pulte Homes. He also writes a popular blog about copywriting, advertising, and business growth.