Traffick - The Business of Search Engines & Web Portals
Blog Categories (aka Tags) Archive of Traffick Articles Our Internet Marketing Consulting Services Contact the Traffickers Traffick RSS Feed

Thursday, December 03, 2009

Will Your Head be Handed to You Today?

The thing about AdWords copywriting - like the exercise of performance-based marketing in general - is that it's humbling.

If you're in a job where you can go for a year at a time without the 16-ton anvil of consumer non-response slamming down on you, good for you. Your job is dying, but enjoy it while it lasts.

Eventually, our goal is to get to optimal ads: for argument's sake let's say the main metric we're after is CTR (though this is a very partial truth). Sometimes we get better when we test. Sometimes worse. But we test, test, test.

One of my tests this week had a response rate about 96% worse than the baseline ad. We're talking: the legacy ad got 25X more clicks than my test ad! No shit!

My ad was clearly better when I wrote it, humming a happy tune as I basked in my own intellectual superiority. I capitalized the first letters of the words. Mentioned that the product was trusted on an intergalactic basis, by both corporations, and governments! It was as if Captain Picard himself had endorsed this software.

I don't know if it was that my body copy smacked of a global conspiracy, whether the caps were ugly to readers in Portugal, whether my headline didn't match quite as well. But the old ad, for whatever reason, created a connection with the prospect. Like, a 25X better connection than the new one.

Did I give up? No way. Will the new ad win? I sure hope so.

By contrast, many forms of traditional advertising are to consumer response as Second Life is to dating. There's zero chance of tangible proof of real-world rejection, so -- just a tinge pathetic, wouldn't you say?

Labels: ,

Posted by Andrew Goodman




View Posts by Category

 

Speaking Engagement

See Andrew Goodman speak at ClickZ Live New York

Need Solid Advice?        

Google AdWords book


Andrew's book, Winning Results With Google AdWords, (McGraw-Hill, 2nd ed.), is still helping tens of thousands of advertisers cut through the noise and set a solid course for campaign ROI.

And for a glowing review of the pioneering 1st ed. of the book, check out this review, by none other than Google's Matt Cutts.


Posts from 2002 to 2010


07/2002
08/2002
09/2002
10/2002
11/2002
12/2002
01/2003
02/2003
03/2003
04/2003
05/2003
06/2003
07/2003
08/2003
09/2003
10/2003
11/2003
12/2003
01/2004
02/2004
03/2004
04/2004
05/2004
06/2004
07/2004
08/2004
09/2004
10/2004
11/2004
12/2004
01/2005
02/2005
03/2005
04/2005
05/2005
06/2005
07/2005
08/2005
09/2005
10/2005
11/2005
12/2005
01/2006
02/2006
03/2006
04/2006
05/2006
06/2006
07/2006
08/2006
09/2006
10/2006
11/2006
12/2006
01/2007
02/2007
03/2007
04/2007
05/2007
06/2007
07/2007
08/2007
09/2007
10/2007
11/2007
12/2007
01/2008
02/2008
03/2008
04/2008
05/2008
06/2008
07/2008
08/2008
09/2008
10/2008
11/2008
12/2008
01/2009
02/2009
03/2009
04/2009
05/2009
06/2009
07/2009
08/2009
09/2009
10/2009
11/2009
12/2009
01/2010
02/2010
03/2010
04/2010

Recent Posts


Not a Misspelling

The No Advertising Fallacy

Now Pizza Pizza's Messing With Me

Now, Say Something Positive

When Is It Shouting?

How Google's New Ad Formats Depart from Google's O...

No, it's really an OS

Whuffie-Shoehorning (Part I)

Good and Bad Overhead

Thanks Battelle, I Feel Better Now

 


Traffick - The Business of Search Engines & Web Portals

 


Home | Categories | Archive | About Us | Internet Marketing Consulting | Contact Us
© 1999 - 2013 Traffick.com. All Rights Reserved