For this week’s BoostCTR “Win of the Week,” I chose to feature a contest that revealed some clear lessons about PPC ad writing.
The winning ad, written by “cashcow,” used very different language than the original control ad. Take a look:
The first point to be made here is that a buyer of signs for handicapped people is probably more interested in visibility than durability.
It’s no surprise then that the winning ad emphasizes “eye-catching” signs rather than the fact they are made in the USA or are made from durable aluminum.
The second thing to note is the omission of the word “buy” in the winning ad. The original control ad says “Buy” both in the headline and the body of the ad. It also mentions the price.
Sometimes the use of a price or a command to “buy now” in an ad is appropriate. It can filter out unqualified clicks, especially if you’re selling an expensive product or a product with a high level of price sensitivity.
But in the case of signs — like handicapped parking signs — this is less of an issue. The signs must be purchased and installed to comply with laws. Therefore there is less need to filter out clicks; those who are searching and clicking are probably already predisposed to buy.
So let’s look at the ads again. The losing ad has a heavy emphasis on buying. The winning ad omits price and any command to buy now, but does emphasize speed of delivery.
It’s easy to imagine that the buyer of handicapped parking signs has waited until the last minute to worry about this detail and is now in a time crunch. So speed of delivery gets more attention and gets more clicks.
When trying to improve your CTR, always keep in mind your ideal buyer. Imagine what his biggest problems are and how your product or service overcomes those problems. Make sure your PPC ad addresses the things your prospect is actively thinking about.
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. Get more web copywriting tips at his Copywriting Code membership website.