Learn one small tweak that boosted CTR by 100%

This 2 minute tweak could dramatically improve your CTR!

When you place an ad on AdWords, what you’re actually doing is sharing the first few sentences of Your Story with the customer. Your ad is the very first impression they’ll have of you, meaning it determines the tone with which your relationship will continue. And as they say, "You don’t get a second chance at a first impression."

With this in mind, you may wish to write ad copy that doesn’t zoom right to the end of your product’s story (the results), but instead implies a setting from which the customer can fill in the details of the results.

Look at what we tried:

As you can see, the winning ad had a 100% boost over the losing add, just from changing "Turbo Charge" to "Transform." Our customer base was not responsive to us telling them how the product would change their life. "Turbo Charge" is some heavy verbiage and it obviously didn’t resonate well with our audience. So, instead, "Transform" conveys the meaning of change, yet doesn’t dictate exactly what change will happen to the user. This let’s each person finish the story of using your product based on their specific desires.

When you are writing your ads, do you conclude everyone’s story for them, or do you let each customer tailor the ending to their own needs and wants?

This is just one experiment to try during your ad tweaks. Here’s a guide for learning the process that lead us to try this.

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About the Author

Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype. Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.

Check out other posts by Mike

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