Copywriting Posts from the Internet Marketing Blog

Win of the Week: Attention to Detail Pays Off

Take a look at the two ads below. If you were looking to buy a mini HDMI cable, which ad do you think you'd click on? PPC Ad #1PPC Ad #2 These ads are nearly identical, which makes it a bit harder to spot the winner. But in this case, the small details make a big difference.Made your decision?The winning ad is ad number one.

It was written by BoostCTR writer "jblankley," and it increased CTR by 84%. Where the original ad was producing 1 click, the new ad is producing 1.84 clicks.So why did the new ad win? Let's take a look...The Original AdThe original ad is already a strong ad. While they want to increase clicks on their ad, they also want only qualified visitors. This is why they've put "Buy" in the title copy and included the price in the ad.Claude Hopkins once observed that a... > Read more

April 11, 2012     |   Posted In: Copywriting   |   Comments: 1

Pimp My PPC Ad, Bing Edition! Get More Awesome in Your Bing Text Ads

It’s baaaaaack! And by “it,” I don’t mean Poltergeist, I mean Pimp Your PPC Ad, a regular  irregular feature in which I scan the SERPs for lousy text ads and give them the Pimp My Ride treatment. (For those of you who were born, I don’t know, last year, Pimp My Ride was an MTV show that ran between 2004 and 2007.

)For previous editions, see:Pimp Your PPC Ad: 5 Lessons from Lackluster Text AdsThe Return of Pimp Your PPC Ad: Lessons from Bad PPC AdsLet’s get starting, shall we?Lesson #1: Use Capital Letters (Properly)I’m pretty sure Google automatically applies initial caps (i.e., title case) to your headline, because I’ve never seen an ad that looked like this in Google (yes, these look just like Google ads, but I assure you, they’re from Bing):These ads were served in... > Read more

March 07, 2012     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 8

Win of the Week: Tough Rules Create Breakthrough Ad

Take a look at the two ads below. If you were looking for a hotel on the beach, which ad do you think you'd click on? Better yet, which ad do you think you'd act on?While many contests conducted on the BoostCTR platform are designed to improve CTR, some are set up to improve conversions. This contest used conversions as the metric, which is why I added that second question: Which ad would you act on? PPC Ad #1PPC Ad #2The titles are completely different.

This is because this particular advertiser did not permit BoostCTR writers to use DKI in their ads even if the original ad used it. This was an obvious disadvantage, but the writer worked around it.The body copy is also very different. With that in mind, which one do you think outperformed the other?Made your decision?The winning ad i... > Read more

February 16, 2012     |   Posted In: Copywriting   |   Comments: 0

Win of the Week: Are You Accidentally Confusing Your Market?

Take a look at the two ads below. If you lived in Baltimore and you wanted to start training in mixed martial arts (MMA), which ad do you think you'd click on? PPC Ad #1PPC Ad #2 The titles are completely different. The body copy is mostly different (the phrase "Professional Facility" is the same in both of them).

And the URL is the same in both ads. Which one do you think outperformed the other?Made your decision?The winning ad is ad number two. It was written by BoostCTR writer "wordisborn," and it increased CTR by 70%. Where the original ad was getting 1 click, the new ad is getting 1.7 clicks, which is a significant improvement.So why did the new ad win? Let's take a look...The Original AdThe original ad is fairly good. The title "Mixed Martial Arts" is straightforward and mi... > Read more

February 01, 2012     |   Posted In: Copywriting   |   Comments: 0

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

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 #1PPC 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 AdThe 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 ben... > Read more

January 11, 2012     |   Posted In: Copywriting   |   Comments: 3

Win of the Week: The Power of Unspoken Benefits

Take a look at the two ads below. Imagine you've got a job interview lined up. Maybe it's the first job interview you've had in years. You want to brush up on your skills -- maybe even get a "sneak peek" of the questions you'll be asked. So you start looking for job interview questions and answers. Which ad do you click on? PPC Ad #1PPC 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 twice as many clicks?Made your decision?The winning ad is ad number two. It was written by BoostCTR writer "WordWizard," and it increased CTR by 164%. Where the original ad was getting 1 click, the new ad is getting 2.6 clicks, more than DOUBLE the original ad's performance.So why did the new ad win? And why did it wi... > Read more

January 04, 2012     |   Posted In: Copywriting   |   Comments: 2

Win of the Week: Are You Showing or Telling?

Take a look at the two ads below. Imagine your current business logo is feeling a bit dated. Or imagine you've started a new company and you want a sharp logo to represent your new business. So you start looking for a logo designer. Which ad do you click on? PPC Ad #1PPC Ad #2 Notice that the ads have much in common.

The title text is identical. The URLs are almost identical. The primary difference between the two ads is found in the body copy. Which ad do you think generated more than twice as many clicks?Made your decision?The winning ad is ad number one. It was written by BoostCTR writer "cartmetrix," and it increased CTR by 111%. Where the original ad was getting 1 click, the new ad is getting 2.1 clicks, more than DOUBLE the original ad's performance.So why did the new ad wi... > Read more

December 14, 2011     |   Posted In: Copywriting   |   Comments: 0

Win of the Week: Simple Tweaks Boost CTR by Triple Digits

Take a look at the two ads below. Imagine your once-fast PC has become painfully slow. You keep getting warnings that say your virtual memory is low. So you go to Google and type in "increase virtual memory." Which ad do you click on? PPC Ad #1PPC Ad #2 Notice that the ads have much in common.

The only differences are in the title text and the first line of body copy. Yet one of these ads outperformed the other by a large margin. Which ad do you think generated more than twice as many clicks?Made your decision?The winning ad is ad number two. It was written by BoostCTR writer "wordisborn," and it increased CTR by 150%. Where the original ad was getting 1 click, the new ad is getting 2.5 clicks, more than DOUBLE the original ad's performance.So why did the new ad win? And why did ... > Read more

November 30, 2011     |   Posted In: Copywriting   |   Comments: 0

Win of the Week: Keywords vs. Mental Imagery, Science vs. Emotion

Take a look at the two ads below. Imagine you're a middle-aged man or woman who's interested in sharpening your memory and increasing your brain power. You go to Google and type in "brain games." Which ad do you click on?PPC Ad #1PPC Ad #2Of course, the ad YOU click on may not be the same ad the majority of people click on.

So perhaps a better question is: Which ad do you think would generate almost twice as many clicks?And THAT is not an easy question to answer. On the one hand, you've got a matter-of-fact keyword-rich ad. On the other, you've got an ad using mental imagery and emotion. Two distinctly different approaches.Alright, made your decision?The winning ad is ad number two. It was written by BoostCTR writer "Cult Classic," and it increased CTR by 95%. Where the original ad was get... > Read more

November 17, 2011     |   Posted In: Copywriting   |   Comments: 0

Win of the Week: Are You Accidentally Targeting the Wrong Person?

Take a look at the two ads below. Imagine you are a business owner who is looking for signs that comply with the Americans with Disabilities Act (ADA). You know you've got to buy ADA signs to comply with the law. You're not deciding whether or not to get these signs – only who to buy them from.With that in mind, which ad would you click on? Which one would be more likely to earn your business? PPC Ad #1PPC Ad #2 This is not an easy contest to call.

The ad that lost was the control ad for months. It beat quite a few challenger ads. Even though it lost badly in this contest, it's a REALLY good ad.Surprisingly, there is no difference in the title or URL. The only differences are in the body copy of the ad. It's unusual to see such a large difference in CTR between ads that have th... > Read more

November 09, 2011     |   Posted In: Copywriting   |   Comments: 0
 
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