If you’ve managed multiple PPC accounts you understand how difficult it can be to be creative in your ad copy and turn the CTR (and CPA) needle! I’ve been in that boat many times and for the last few days have been compiling strategies and tactics to avoid this in preparation for an upcoming webinar with Microsoft BingAds! I’ll be joining my friends Erin Sagin, from WordStream, and Purna Virji, from Microsoft, for a webinar on “The Art and Science of Ad Copy Testing“.
Because you’re an internet friend (I tell my wife there are a lot of you but she doesn’t believe me) I’m going to share a sneak peak at two of my tips.
Tip #1 – Find Out the Features That Appeal to Your Audience
We’ve all heard the saying “you’re not your customer”, essentially saying you don’t think, feel, talk or _____ like your customers do. So how do you figure out how they think? One way we use is testing/highlighting features or benefits in our ads. Here’s an example from a client who has a software that allows you create 3d objects that you can import into Minecraft (way cool, right?!). We wanted to know if “free” or “custom” was more important to their users by highlighting those features in the ads themselves. Check out the ad:
Any guesses on which ad is better before you scroll down?
So, we learned from this that Minecraft users like customizability over free-ness. More customizability!!
Tip #2 – Make Ad Writing Into a Competition
If you haven’t been on Facebook, or YouTube, or Twitter, or the internet as a whole, then you may not have seen the “Chewbacca Mom” video. Candace Payne knows how to make life FUN! So, channel your inner Candace Payne and put FUN back into ad writing by making it a competition.
We do ad writing competitions here by laying out some info about the client, their target audience & goal, past ads, etc, tagging each persons ad, and then letting the data speak. Here’s the results from one of our more recent tests (Dallas wins! (you should follow him on Twitter now)).
In summary, you can utilize your ad copy testing to find out more about your customer and you can make it fun while you’re at it!
Do you want more tips? If so, you should join the webinar in a couple weeks cuz the ladies I’m speaking with are bomb! Hope to see you there!!