Take a look at the two ads below. If you were looking to buy an insulation blower, which ad do you think you'd click on?
These ads are completely different. Yet one of them performed far better than the other.
But which one? And why?
The winning ad is ad number two. It was written by BoostCTR writer "deaders," and it increased CTR by 176%. Where the original ad was producing 1 click, the new ad is producing 2.76 clicks.
So why did the new ad win? Let's take a look...
The Original Ad
The original ad starts okay. The title is clear. The first line repeats the title with the additional word "Blowing." So the first two lines say practically the same thing. This, in my opinion, is a waste of space.
Line 2 is a bit strange. I think this is where the ad falls apart. It lists two model names -- Force 1 2 3 and Wasp -- followed by the toll-free number.
Here's the problem... people searching for "Intec insulation blower" may be familiar with the brand Intec, but not with the specific model names.
I'm not sure how effective the toll-free number is here. If I were searching, I'd want to view the available products before calling. I'd guess the inclusion of the phone number is not generating inquiries, and is certainly depressing the CTR.
The Winning Ad
The winning ad improves the title right away by using Dynamic Keyword Insertion (DKI). This mirrors back some of the variations in keyword searches. For example, "Intec Insulation Blowers" vs. "Intec Insulation Machines."
The body copy is also much improved.
Instead of repeating the title text, Line 1 promises the twin benefits of "Reliable" and "Easy" -- two things you'd probably want in an insulation blower.
Line 2 is split into two halves. The first half is a feature: "Blows 2500 lb/hr." The implied benefit is that these blowers are fast.
The second half of Line 2 is a call to action: "Find Out More!"
Punctuation plays a role here, too. The original ad does not use any punctuation, but the winning ad does. Line 1 ends in a period, thereby taking advantage of Google's extended title format. And Line 2 uses an exclamation point. As you know, ads with an exclamation point usually perform better.
Ultimately, the winning ad wins because it uses DKI, includes two explicit benefits (plus one implied benefit), uses punctuation, and includes a call to action.
Include Details that Interest Your Prospect
Try to imagine what details would most interest your prospects. In this test, it's clear prospects are more interested in the benefits of the insulation blowers than the model names.
If prospects were searching for specific model names, it'd be different. But the keywords in this contest are not for specific model names.
The lesson: Loading up your ad with nouns and names doesn't always work. Sometimes you need to focus on good old-fashioned benefits and a call to action.
About the Author: Ryan Healy is a direct response copywriter 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 product creation.