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Wednesday, November 02, 2005
From zero to "about seven" instances in three days: "gibberish doesn't sell."
If you're looking for a practical example of this principle, guess which of these four text ad titles gets the highest clickthrough rate (CTR). Which comes second? Which generates the best ROI? There is a right answer. :)
- Get an Email Inbox for Life
- Get Your Own Email Domain
- Email Accounts
- {KeyWord: ----} (in other words, a title that automatically matches the user's Google Search query if feasible)
And what does any of that have to do with the principle that gibberish doesn't sell? Basically this: a clever ad to you (the advertiser, if you will) might seem somewhat clever to a reader who is closely reading a page. But the average reader is neither fully aware of the nuances of your business, nor reading closely. Instead, it's someone scanning quickly, deciding who's relevant to what they want. Testing ad copy thoroughly over hundreds or thousands of clicks (and sales, ideally) is the only way to prove anything. Then, it's fun to speculate on the meaning or cause of what you just discovered.
Posted by
Andrew Goodman
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D'oh!
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