Strong creative can be a huge competitive advantage in the world of paid search. When you can pay less to get more, you’re doing something right.
The compounding factors of improved CTR, increased quality score, and reduced CPC can make a tremendous impact on performance. Ad copy testing lies at the heart of seizing this competitive advantage.
With an endless number of attributes to test, it can be a little daunting to pick a starting point. Looking for a positive impact? Here are five ad copy attributes you can test.
1. Price Points & Percentage Off
If you’re a retailer, this is must. You’re missing out big if you aren’t testing into specific price points and percent off offers.
Important: don’t make assumptions here. Test out multiple price points and percentages off to find out what will resonate with consumers. Here’s one of my favorite illustrations of why not to assume anything when it comes to price points:
PPC Price Points
A 76.5 percent CTR lift on the higher price point. We can make assumptions as to why the higher of the two price points experienced the higher CTR. Maybe the “or Less” factored in, or maybe “$39” just sounded too good to be true. Hard to say. This is precisely why we test.
2. Google Sitelinks
By now you have hopefully enjoyed the benefits of running Google Sitelinks in your ads. The presence of ad sitelinks can lift CTR by more than 30 percent.
Surprisingly, many advertisers still haven’t added these to their campaigns. Maybe they’ve tested it and found that their ads perform better without sitelinks, but this is doubtful. I haven’t seen an instance where an ad’s CTR decreased as a result of having sitelinks present.
Don’t let your sitelinks get stale. Remember to rotate in new pages to test, and test variations of the ad copy. Keep refining.