Thanks to free tools and a strong customer base, we have been exposed to a large amount of advertising data one after another.
So far, we've analyzed Google ads with a total value of over $60 million. And using this data, we can give you an idea of average CTR, conversion rate, CPC and CPA performance across all different industries. Compared with the data mentioned above, we used to pay very little attention to the copywriting of the advertisement itself.
In fact, all words and sentences should have a unique meaning to each member of the advertising content team.
So we're now starting to think about these questions: What are the exact words that really come into play in Google's hyper-click-through-rate ads? What is the role of things like numbers and punctuation? Which CTAs (Call-to-Action) are the best? Are those critically acclaimed ads in Google Ads more positive or negative? Do they win by their creativity or by full screen keywords?
In this post, we'll present nine surprising conclusions we've learned from a textual analysis of some of Google's great ads over the past year.
1. About the dataset: How do we define the “best ad”?
Let me explain how we got the top Google Ads. We have the free Google Ads Performance Scoring System, which does the job of being able to examine each account that runs the report and determine the best (and worst) ads for that account.
As shown above, we pulled all data collected from the Grader report between August 1, 2016 and April 30, 2017, and looked at the top 15% of ads seen during that time period (via impressions , clicks, and CTR "click-through rate"), we obtained a total of 612 ads for analysis.
We only looked at advertisers bidding in US dollars, Australian dollars, Canadian dollars and South African dollars and excluded non-English and duplicate ads from this set. We also divided this set of ads into branded and non-branded ads (335 branded ads, 277 non-branded ads).
It is worth mentioning that we also excluded branded advertisements (brand advertisements refer to advertisements that appear when users search for the brand name of a company) because these advertisements themselves have higher performance than non-branded advertisements. Including high CTR and Quality Score.
So why is this? This is because people who search for a brand name often want to go directly to the brand's website; also, brand awareness naturally carries brand affinity (which can increase click-through rates by a factor of 2 or 3).
Therefore, we excluded brand advertising from most of our analysis. This allows us to see which techniques and strategies can bring us higher performance in the absence of high brand affinity. With these premises in mind, let's get started!
1. What kind of words do good ads tend to use?
Back in 2016, Google released Expanded Text Ads, which basically doubled the maximum character count for an ad. The expanded text ad is a much broader canvas than its predecessor.
For some, filling ad copy with more characters is torture; for others, it's more of an opportunity.
No matter which camp you gravitate towards, we're fairly certain that having the opportunity to use more words means choosing the right words is more important than ever. But which words are "correct"?
To find out, we looked at a set of critically acclaimed copywriting ads and broke them down into individual words, stripped of conjunctions (and, or; and, or) and articles (this, a; the, a), until the ten most popular phrases remain.
The data shows that in 335 high-performing telemarketing list non-branded text ads, we found the most frequent words in order of frequency, from high to low:
What conclusions can you draw from these words? "Your" "free" and "now" appear more often than not, but "mail" (which should be followed by "free" in most cases, That is, free shipping) is also included, which is somewhat unexpected, because it seems to indicate that high-performing ads tend to develop in the field of e-commerce more than lead sales.
In addition, the only verbs on the list, "get" and "save," also play a role in advertising, as they play a role in B2B (business-to-business) and B2C (business-to-customer business-to-customer). ) are widely used in text advertisements.
In addition to that, with "free" and "save" on the list, we can also speculate that shoppers are more cost-conscious. And "now" and "get" mean it's something they desperately need.
The second-person pronouns "you" and "your" are also very important. The purpose of using second-person pronouns is to ensure that the content of the ad copy is aimed at the customer; if your ad content is all about your product or business, it is easy to make the customer feel bored, so make sure the customer is in your ad copy. also has a place in it.
So, while you’re still struggling with your ad copy, take a look at the list above. Simple words like "your", "free", "get" and "now" may