Ad Copy: Going for the Click, or the Sale?
Is your ad copy pullin in the right visitors for you? While many of us want to create great ad copy that makers the user click, the end goal should be to make them convert. Let’s take a look at a real time example, and how different ad copy compares.
To see a variation of what advertisers are using in their ad copy, I went to Google and did a general search for “make money“. This is a very basic search phrase, but also highly competitive. The first two listings were both about how to make money, but had different goals in mind. (I have no affiliation with the two sites/campaigns below, just using them as examples)
Ad Copy Clicks vs. Conversions Key Points:
Right off the bat, you can see that the ad copy for ProjectPayDay (PP) is trying to grab the users attention, by saying “Make Money Online – Free” as their main link. This applies to almost everyone… who wouldn’t want to make free money. The ad copy then goes into details on how much you can make with the program.
The title tage for sixfigureincomeforu.com (SFIFU) is more low key, but doesn’t flash the word “free” out there. The description is where the value is. Instead of giving general information and telling the user it’s “free”, they actually list a price it will cost the consumer. This will scare away any visitors who did not want to spend money, hence saving the advertiser on a wasted click.
What’s the End Goal for Your Campaign?
ProjectPayday’s end goal is to get “free” sign ups on their site. In turn, these free signups are then pushed to complete various different offer, which PP will then split a portion with. In the end, the visitor will still have to use their credit card at some point to make money, but not directly with PP.
SFIFU is out there strictly to push the sale and get people who are interested in spending around $70 to make money online. They are not looking for free signups, or to build a mailing list… they just want the sale.
What You Should Walk Away With:
While it’s likely both of these ad campaigns are profitable, since they have been running for a while and are in top positions… if they were to change their ad copies, their revenue/profit numbers could swing dramatically. If PP was to throw into their ad copy that you eventually had to use your credit card, click rates would probably drop. On the flip side, if SFIFU changed their ad copy and didn’t include that it would cost “under $70”, their conversion rate on purchases would dramatically drop.
Is your ad campaign focusing on bringing in the clicks, or new customers looking to buy?
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