7 Ad Copy Tests To Boost PPC Performance [With Examples]

It is safe to say that online advertising is a must for any business.

We live in a digital age and, if you are going to stand any chance of selling your products or services, you will need to make sure that your ads are facing you right. target demographic,

But just paying for ads in the right places won’t cut it. Forbes has found that the average American is exposed to Between 4,000 and 10,000 ads per day,

When you take these statistics into account, it’s no surprise 27% of Americans are using ad blockers,

People who don’t block ads have their own mental filters that help them decide what they want to see and what they’re going to ignore.

No matter what products or services you’re selling, one thing is becoming increasingly clear: You’re going to need something beautiful. attractive copy To help you stand out from this ever-growing crowd.

Of course, what is attractive and what is not is a very subjective matter. would you like to know Actually works and what doesn’t. This is where ad copy testing can come to the rescue.

To help you create the best possible ad and improve your ppc performanceHere are some basic rules, tips, and tricks for your upcoming ad copy tests.

don’t test for test

As a starting point, it is essential to write down what you think will increase your conversion rate and why – at all times.

My company has this type of test method:

adwords test methodScreenshot by author, April 2022

aim to produce clear results

Always have enough data when you are running tests!

Statistical significance should be your goal (in addition to that increased performance).

according to googleYour test must run until it meets one of two conditions:

  1. There is at least one type of 95% chance of beating the baseline (this Free A/B Calculator should help).
  2. Considering the cyclical variations in web traffic during the week, two weeks have passed.

This leads us to the final test basis rule.

set a trial deadline

Remember that tests should not be put off forever. Set a specific time frame to acquire valuable data and stick to it.

Not every test will have significance in one way or another and that is okay. Chalk that test as inconclusive and move on.

Now, with those ground rules on, on to the tests!

1. Numerical Abbreviations Vs. absolute numerical value

It’s no secret that advertising with numbers helps measure information, whether it’s your inventory, discounts, or the price of your products.

Using numbers makes your ads more attention-grabbing and helps reduce all the noise other PPC ads create (more about that) Here,

The numbers also show that you’re a brand worth taking seriously – after all, you have the data to back up your claims, right?

So basically, the numbers are good.

The question then becomes:

  • How do you think your goals will respond to?
  • Will it be a numerical abbreviation, for example, 15M, or an absolute numerical value, for example, 15,000,000?

When creating ad copy, it turns out that manipulating numerical values ​​is a great way to grab attention and make ads stand out.

2. Add, Modify and Remove Pricing

Prices can be a double-edged sword when it comes to PPC ads.

In fact, a recent analysis of the top performing ads shows that 40% Top performing branded ads and 37% of non-branded ads included numbers.


On the one hand, being upfront with your pricing gives users the information they need to know and can help them make faster buying decisions later.

On the other hand, price can put people off by reminding them that they need to spend money. This is especially true if your product and/or service is not the cheapest to appear in search engine results.

So how do you know which approach works? test,

We worked with a homebuilder client to test variations of the value inclusion. After setting up some tests, it became clear that by normalizing the numbers, we could increase the CTR in these communities.

number testScreenshot by author, August 2017

You can also set your price as a discount to make it more attractive to readers. And speaking of discounts…

3. Use When Quantifying Promotions

In PPC marketing, it is a common practice to specify promotions with numbers, usually in the form of discounts, conditional pricing, and other special offers.

For example, instead of writing you have “Cheap Car Accessories on Sale” You can write something more compelling, like “50% Off On Car Accessories.”

But you can increase your CTR even more by changing the language used in your promotions, as well as testing ads with percentages, actual pricing, and fully written offers.

Better yet, try testing your discount with the top numbers that drive engagement:

7 Ad Copy Tests to Boost PPC Performance [With Examples]Screenshot from Buzzsumo, August 2021

4. Punctuation?!.

One of the easiest places to start with a test is around punctuation, and yet, few focus on this “simple” test.

An analysis of 612 top performing branded paid ads revealed that 48% Ads used exclamation marks while only 11% used the dollar sign and even fewer used the question mark.

Punctuation marks in best branded adsScreenshot from WordStream, December 2021

According to the same survey, the following punctuation marks were most common in non-brand paid ads:

  • Exclamation: 42%
  • comma: 25%
  • Question Mark: 11%
  • Percentile: 9%
  • Dollar Sign: 8%

Based on our own testing, the use of an exclamation point makes sense:

exclamation testScreenshot by author, April 2022

That said, the opportunity to test the use of punctuation (question marks, percentages, etc.) is well worth exploring and aligns well with the use of emotion to drive incremental performance.

5. Appeal to Emotion

Most of the ads are extremely similar. They are boring. They are all alike. See?

big data solutionsscreenshot for search [big data solutions]Google, August 2017

Ads that a. attract people to more emotional level The click-through rate can make a big difference.

Determine what your customer’s feelings are.

  • What do they love/hate?
  • What is the biggest problem facing them?
  • How are you going to solve it?

Worst case scenario, take cues from headline categories that increase engagement on Twitter and Facebook.

7 Ad Copy Tests to Boost PPC Performance [With Examples]

While traditionally reserved for content consideration, such as using a title analyzer this one either this one It can also help to apply emotional headlines to advertising copy.

6. Test Your CTA

Let’s face it, different people have different reactions to ads.

A key component in shaping people’s reactions to your ads Presentation – Basically, the way you ask them to trust your brand or try your product or service.

where is it Language: Hindi comes in, and this is especially important when writing your CTA,

As trivial as it may sound, the first word of your CTA has the potential to make a positive or negative impression of the ad.

The first word in your CTA may be the defining factor, so you need to test individual first words (all of which must be verbs) in your CTA, and use a high converting copy.

For example, beginning “call us now,” Instead “Contact Us Today” There can be a significant difference in CTR.

likewise, “Buy Now” Instead “Order now” Can lead to different levels of audience reaction.

Here’s a mashup of possible call-to-action variations for you to test:

  • Get
  • shop
  • Purchase
  • construction
  • discover
  • book
  • Command
  • Purchase
  • get started
  • Call
  • Demand
  • reserve
  • make a reservation
  • to link
  • try
  • Take
  • download
  • Sign up
  • learn
  • to subscribe
  • See
  • trace
  • assessment
  • to start

7. Play With Your Landing Pages

Naturally, Landing pages are a great marketing toolBecause they give your target market a chance to decide whether they should interact further with the business.

As a result, testing your landing pages is a fundamental part of doing business online.

In Google Ads, there are a few landing page tests that you can easily do without making any changes to your website:

  • Link directly to the most popular product in the category you’re advertising.
  • Link directly to category page.
  • Try different sorting methods on your category pages:
    • Best selling first.
    • Cheapest first.
    • latest first.
    • First reviewed.
    • Promotion first.
    • manual placement.
  • A link to a search performed for a particular brand, product or type of product.
  • Link to your homepage (yes, it might work for you).

Pro Tip: Google Optimize is a boon for this type of A/B and multi-version testing (both for paid media and . SEO,

When it comes to campaign optimization, you need Continuously split testing like this and then analyzing your results. Otherwise, you’re doing your company – and your campaign – a huge loss.

What will happen next?

Anyone in marketing knows that well placed ads don’t come cheap.

Thorough ad copy testing can give you confidence in your ads and increase your chances of returning on the ads you decide to run.

Following the steps above can help you test your ad copy as best as possible before investing in their placement. But what’s next?

Whether you experience success or find that you need to make further changes or improvements, ad testing should be at the top of your list of priorities.

It is important that you track the performance of your ads and analyze the data collected.

This will help you change and edit ads as needed and make even more informed decisions while maximizing success and profit.

Remember abt: always. Happen. test.

more resources:

Featured Image: Minimalista/Shutterstock

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