Many varying that look minor from a surface level, like shifting arrangement of phrases, switching out single words, or pinching phrasing, can in fact represent a major varying terms of psychology and emotional impact. I’m fairly sure Mark Twain was thinking about PPC ad improving when he said
The difference between the almost right word & the right word is really a large matter--it's the difference between the lightning bug and the lightning.
PPC testing history has proven beyond all uncertainty that little changes in the ad itself can outcome in vast hike in the ad’s execution, and vice versa. In other words, there is no correlation between the amount the ad is varied and the amount the ad’s performance changes.
So while you may think that a 13 percent growth in click through rate for the ad below is a humble boost, it interpreted to a big number of extra visitors to the site when you think the click volume.
What is About Ad B that Boosted the CTR?
An arrangement move on the first line, moving “In 2 Minutes” to the brain of the line, and completing with “You’ll accelerate it Up.”
Varying “Over 201,531 Downloads” to “201, 531+ did it before.”
Both changes raised the vividness of the prose:
You can visualize and guess “You’ll speed it up” better than “SpeedUp your MacOS” because the varied version represents an fanciful but already achieved scenario, while the old version is merely an easily discounted and disregarded offer.
The "Did it Earlier" line causes you to “see” all those people really utilizing the product to speed up their Macs, while the aged “Over 201,531 downloads” arrives off as just a dry fact, without fanciful or visual impact.
What’s the Takeaway From All This Jazz?
Hundreds of thousands of tests have demonstrated us that we must accept the need for Pinching and wordsmithing as part of an entirely PPC improving strategy. Improving an ad shouldn't always translate to a complete overhaul of 90 characters.
When wordsmithing an ad, think bright and make sure your words call forth Imaging and emotions. Searchers have feelings too!
Think of an ad as your hope with the searcher. So when you find that certain appeals or assurances gain traction for your ads, you improve make sure they show up on your landing pages too.