Which of these two PPC ads do you think won? Read both ads, make your decision, then scroll down to discover the answer.
In case it might help you make your decision, Ab Ripper X is part of Beach Body’s P90X extreme fitness program. I’ve purchased the program and used it, so I understand a little bit of the psychology of wanting such a program. (Although I didn’t write the winning ad; writer “jeffbaum71″ did.)
Most people who buy P90X are either attracted to the idea of “extreme workouts” or simply want to get in shape and think that something “extreme” will work better/faster than other options.
Made your decision yet?
In this case, Ad #1 is the winning ad. It beat the control ad by 69%. Here’s why I think the new ad won:
1. The new ad includes the word “Workout” in the title. This is important because many people may not understand what “Ab Ripper X” is.
2. “Workout Plan” sounds more appealing than just “A Workout.” In reality, Ab Ripper X is one of many workouts, all designed to get you in the best shape of your life.
3. I expect men are the core audience for P90X, and “Building 6 Pack Abs” is something most guys want to do. The losing ad makes a similar promise, but the language is high-brow and confusing: “Attain That Highly Coveted 6-Pack.” This phrase never mentions abs, just a 6-pack, which could lead to confusion.
4. “Order Now & Get Shredded” is a great call to action for this ad. People who want 6-pack abs will probably click to find out more. On the other hand, the call to action in the losing ad is weaker. Plus, the way it is written is hard to process. It looks like some kind of strange code… “Incl w/P90X!” If you’re in a hurry (as nearly all searchers are), it will be easy to skip over.
Bottom line: The new ad wins because it uses clearer language, avoids confusing abbreviations, and has a stronger call to action.
What else do you notice about the winning/losing ad? Leave a comment and share your thoughts.
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 ways to grow business.