Copywriting

Win of the Week: Getting Back to the Basics of Benefits & Specifics Produces 225% Gain

January 11, 2012 Posted In: Copywriting Comments: 3

Take a look at the two ads below. If you were an avid collector of luxury watches, which ad do you think you'd click on?

 

PPC Ad #1
Watches - Ad #1
PPC Ad #2
Watches - Ad #2

 

The ads are fairly unique. The URLs are the same, but everything else is different. Which ad do you think generated more than three times as many clicks?

Made your decision?

The winning ad is ad number one. It was written by BoostCTR writer "brescia33," and it increased CTR by 225%. Where the original ad was getting 1 click, the new ad is getting 3.25 clicks, more than TRIPLE the original ad's performance.

So why did the new ad win? And why did it win by so much? Let's take a look...

The Original Ad

The original ad is somewhat vague. After reading it, I'm not really sure why I should click the ad or what's going to happen when I do.

If the only benefit is to "show off" my watch collection, why would I take the time to do that? Why should I "broadcast my style"? To whom will I be broadcasting it?

Unless I'm a vain person who likes to show off for the sake of showing off, I'm unlikely to click on this ad -- even if I do have a killer collection of luxury watches! (Side note: I only have one watch. It's a solar-powered watch I got for $70 on Amazon.)

Because the original ad is vague... and the primary benefit will not appeal to most collectors... it fails to generate as much interest.

The Winning Ad

The winning ad gets more specific. After reading it, I know three things: 1. I will find luxury watches for sale. 2. I will be able to show off my watches to other collectors. 3. I will be able to sell my watches if I want to.

It doesn't take a mathematician to see that the winning ad includes three benefits where the original ad only includes one. On this basis alone, the new ad is much stronger.

But there's more...

What do watch collectors most want to do? Expand their collections, of course! By advertising the opportunity to buy up more luxury watches, the winning ad hits the watch collector's core motivation right away.

Plus, the winning ad answers the nagging question: With whom will I be sharing my most prized timepieces? After all, it wouldn't make sense to show off your watches to somebody who knows nothing about watches. So the detail about "fellow collectors" is actually very important.

Fellow watch collectors are the only people on earth who will understand and appreciate the value of your collection. And so the winning ad -- with just two words -- creates a sense of community with people who might otherwise be hard to connect with.

Be Specific & Avoid Vague Slogans

You must always be specific in your advertising.

The slogan "Broadcast Your Style" might be appropriate when paired with a company logo, but it's not appropriate for a PPC ad targeting a specific search phrase on Google.

If a searcher has to think too hard to figure out what you're trying to communicate, he'll just move on to the next ad. Clarity and specificity are king when it comes to PPC advertising.

What do you notice about this ad contest? Feel free to leave a comment below.

By the Way...

The BoostCTR writers are chomping at the bit to improve your ads. They've collectively spent thousands of hours improving pay-per-click ads on both Google and Facebook. They increase CTR and conversions by 30% on average, sometimes as much as 225% or more. Best part: You can put 'em to work... risk-free for 30 days!

ryan-healy About the Author: Ryan Healy is a direct response marketer 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, business growth, and lifestyle design. See his 2012 business predictions here.

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Comments

Thursday January 12, 2012

adumpaul (not verified) Said:

Nice article.Thank you.

Thursday January 12, 2012

Warren Lowe (not verified) Said:

Ill admit I got it wrong. I have been A B testing ad on google and bing for some time now and I feel that I never know what direction im going. I just add another advert which is different and see if it does better. There is no real direction in my experiemntation and no clear tought as to how im improving  the ads. Thanks for the article. Taken some good idea on board.

Thursday January 12, 2012

Ryan Healy (not verified) Said:

Hey Warren,

Glad you liked the article.

You may want to go back and read past Win of the Week columns to get even more ideas.

My Best,

Ryan

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