In this week’s “Win of the Week,” we reveal a winning ad for yet another product in yet another market: ladies golf gloves. Take a look:
Because I wrote the winning ad, I can share a little bit more about how I wrote the ad and why I think it won.
Step #1: Review Top Keywords
Whenever I write a new PPC ad, the first thing I do is review the keywords that are being targeted. I look for the top one or two phrases that are searched the most and make sure to use at least one of them in the ad.
In this particular case, I was able to use “golf gloves for women” and “golf gloves for ladies,” while the original ad uses only one phrase: “ladies golf gloves”
Step #2: Study the Landing Page
The second thing I do is examine the landing page. I want to make sure my ad accurately represents the landing page so there is consistency between the ad and the landing page.
But I have an ulterior motive in studying the landing page: I want to see if there are any unexploited product features, benefits, claims, or promises that I can use in my ad.
Many times I’ve discovered a winning appeal lying in plain sight just be studying the landing page and any other relevant pages on the web site.
Specificity Is Better than Generality
In this case, I found that precisely 48 pairs of ladies golf gloves were featured on the landing page. Since specificity sells, I decided to use this exact number in my ad.
I also noticed that nearly all of the gloves on the site were not what you’d typically expect. To me, they appeared to be designer golf gloves. And so I made this the primary appeal of the ad: 48 Designer Golf Gloves for Ladies!
I felt the emphasis on selection was a good one, so I kept that. But the original ad ended with the phrase “Gloves On Sale!” which I felt was a bit too vague.
As I looked at the web site, I noticed that all 48 pairs of gloves were on sale, so I increased the specificity of my ad by saying “All on Sale”.
Tell the Searcher What to Expect
Keep in mind, many searchers are actually hesitant to click on ads because they don’t know what to expect. “Gloves On Sale!” raises the question: Which gloves are on sale? Since the original ad doesn’t answer this question, the searcher may not click.
But the phrase “All on Sale” answers this question and makes the searcher feel more comfortable clicking the ad because now the searcher knows more about what to expect.
These little details may seem insignificant, but they make a world of difference in the number of people who click through to your landing page and buy. I hope by sharing my thought process I’ve helped you think more strategically about how you can improve your PPC ads.
Of course, it might be simpler for you to outsource your PPC ad writing to BoostCTR.
When you become a BoostCTR client, you get the benefit of an experienced team of writers who will compete to beat your control ads. The best part? We guarantee we can beat your ads, drive more traffic to your site, and reduce your CPC — or your money back.
About the Author: Ryan Healy is direct response copywriter and BoostCTR’s Director of Writer Development. Since 2002, he has worked with scores of clients, including Alex Mandossian, Terry Dean, and Pulte Homes. He also writes a popular blog about copywriting, advertising, and ways to grow business.