Text Ad Optimizations
In this brief case study, see how language-based testing increased one client’s pay-per-click ad returns.
Situation
An online retailer’s Google pay-per-click text ads had a conversion rate of 1.62%. However, no language-based experiments had been done to optimize the ads.
Action
The client’s existing ads spoke to the quality of its products. I wrote two new text ads, each of which spoke to something other than product quality, to see if alternate messages might increase the conversion rate.
Results
One of the new text ads I wrote had a lower conversion rate than the original. But the other new ad had a higher conversion rate. By implementing the higher-converting message into its ads, the client increased ad revenue without increasing ad costs.
Ads highlighting the client’s ability to offer quick turnaround on orders converted at a higher rate than ads that highlighted product quality.