Case Study: Ad Writing Techniques
Length of Case Study: 14 Days
The purpose of this case study was to determine how different ad writing techniques can affect an ad group’s CTR, Quality Score, ad positioning, and the overall CPC. You will find the results very revealing and they should answer a lot of your questions regarding ad copy and the benefits of writing good ads. At WealthyAffiliate.com we emphasize that writing relevant ads is very important. The data from this case study further validates these ad writing techniques.
The data for this case study was collected over a 14 day period for two different "Test" campaigns. The campaigns were created for the sole purpose of collecting data and were NOT fully optimized to make sales. The two campaigns focused on promoting Music Download sites, and Data Entry productsCampaign #1
| Music Download Industry. | ||||||||
Keywords: download game
Keywords: download psp
Summarization of Results for Campaign 1 I bet you are saying right now, “Why can’t Kyle and Carson achieve a better CTR than 1.0% for these adgroups?” The fact of the matter is that many of these keywords are very broad and untargeted. For example, the broad match keywords “PSP download” and “download games” received the highest traffic and had the lowest CTR. Why is this? First of all, "PSP download" is pretty ambiguous and a broad match search term like this will get picked up when some types in “racing game psp download” and “psp download video files”. The ads in the PSP ad group are not highly targeted to such keywords which is why CTR will is low. Now let’s take a look at adcopy performance for both groups. In the Download Games adgroup there are 3 different styles of ads. The best CTR was obtained by the ad that is the most relevant to the keywords. It is also worth noting that, the ad put in place to remove the non-buyers definitely did a good job, attracting the lowest number of visitors. The ads which were highly relevant (common keywords within the adcopy) had a lower CPC overall. Google looks at your ads, and if the keywords within your ad group are contained in your adcopy, they will give you a higher quality score. The higher your Quality Score, the lower you will pay per click. It's Google's way of rewarding advertisers with highly relevant ads. The ad that used the question technique did not work out too well either, only achieving a CTR of 0.3%. It was clear that this ad did not appeal to the audience looking for games. The question technique can be very useful, but only if you capture the persons interested. A better question would have been “Want Unlimited Game Downloads?” In the PSP Downloads adgroup, the results were a little better, although they still produced a fairly low CTR. Again, putting the price in the ad negatively affected the CTR by removing non-buyers and potentially some buyers. This technique is not always the best approach because you could be losing customers if you have a good landing page with good sales copy. In the case of these keywords, having a price in the ad is definitely a good idea. Some of these keywords could receive hundreds of clicks a day because they are not targeted enough. With an adgroup with keywords that are more relevant, for instance. You do not want to use a price in the ad for such targeted keywords because it could scare a low number of visitors away before even getting to your webpage. When deciding whether or not to have the price in the ad, you should determine if the keywords are going to get a lot of traffic or not. If the term is broad, have the price in the ad, otherwise don't use it as it will lower your CTR and could stop qualified traffic from reaching your page. It's always better to select keyword that are highly relevant to your webpage so that you do not have to "eliminate" non buyers using this technique. The Scam and action Phrase technique topped the CTR department for these two ad groups. This is because they compelled the user to click the ad. The word “scam” has been proven to be effective over and over again because people are always looking to avoid getting “scammed”. You can add these keywords to any ad title and it will most likely improve your adgroup CTR. Important Note: The more relevant the ad is to the adgroup keywords, the lower overall CPC will be. From the two ad groups in this campaign, we tested multiple styles of adcopy. Posing a question, removing non buyers, using the word "Scam", using a "Power" word, and writing a highly relevant ad. In ad group 1, the highly relevant ad achieved the highest CTR and lowest CPC, while in ad group 2 the using the word "SCAM" achieved the higher CTR, but didn't cost the least because there were more relevant keywords within the first ad. This solidifies what we teach here at WA. Regardless of the CTR that your adcopy can achieve, RELEVANCE is what makes good adcopy. If you use our common keyword technique for grouping your keywords, then use the common keyword within your adcopy you will achieve both High CTR and lower CPC |
Campaign #2
| Data Entry Products | ||||||||
Keywords: data entry
Keywords: compare data entry pro
Summarization of Results for Campaign 2 The ad groups within this campaign had slightly different results, and provide more data on the difference between generic keywords and keywords that are highly specific to a specific component of an industry (in this case a product). The first ad group (Data Entry) was geared towards obtaining bulk data entry traffic, whereas the second ad group (Data Entry Pro) was built to attract visitors for a more targeted product, in this case, Data Entry Pro. Again, the ad with “scam” in the title was the all-round top performer. This technique proves to be successful, but results will vary based on the products/industry you are promoting. You DO NOT want to use the word SCAM in every ad that you write, but if you have this technique in your back pocket you can use it at the right time, for the right product and you can make a lot of sales from these ads. Product-type keywords are proven to convert the highest not only in terms of CTR, but actual sales. The reason for this is that people are looking for something very specific when they search product keyword and usually have done some prior research before coming to your site. Again, with the ad1, we see that the CPC was lower than the other ads due to the fact that the keywords from the ad group were used in the adcopy of this ad. Although this ad group did not receive the highest CTR, it did cost less. |
Campaign #2
| Data Entry Products | ||||||||
Keywords: data entry
Keywords: compare data entry pro
Summarization of Results for Campaign 2 The ad groups within this campaign had slightly different results, and provide more data on the difference between generic keywords and keywords that are highly specific to a specific component of an industry (in this case a product). The first ad group (Data Entry) was geared towards obtaining bulk data entry traffic, whereas the second ad group (Data Entry Pro) was built to attract visitors for a more targeted product, in this case, Data Entry Pro. Again, the ad with “scam” in the title was the all-round top performer. This technique proves to be successful, but results will vary based on the products/industry you are promoting. You DO NOT want to use the word SCAM in every ad that you write, but if you have this technique in your back pocket you can use it at the right time, for the right product and you can make a lot of sales from these ads. Product-type keywords are proven to convert the highest not only in terms of CTR, but actual sales. The reason for this is that people are looking for something very specific when they search product keyword and usually have done some prior research before coming to your site. Again, with the ad1, we see that the CPC was lower than the other ads due to the fact that the keywords from the ad group were used in the adcopy of this ad. Although this ad group did not receive the highest CTR, it did cost less Conclusion
Main Points to take away from this Case Study:
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