0
STUDY: What words in ad copy
drive better performance for
Financial Services advertisers?
Clickability.
The likelihood of an ad being
clicked, agnostic of position
Ad Copy Variables: Finance Edition
• Analyzed all ads with at least 5 impressions serving on non-
brand keywords in the fi...
• Safe" was strong in the ad title, while "Fast" and "Savings" had solid ad quality
performance in the ad description. Bra...
Ad Descriptions
AdTitles
Mobile $ % Apply Bank Checking Compare Fee(s) Find Free Now Online Open Rate Savings Yield NoVar
...
Ad Descriptions
AdTitles
Great Bad No DataGood
APR $ % Apply Approval
Bad
credit Best Cashback Compare Fee Find Interest O...
Ad Descriptions
AdTitles
Great Bad No DataGood
$ Affordable Apply Cheap Compare Coverage Dental Exam Health Insurance Keyw...
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Financial services ad copy heatmap

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Transcript of "Financial services ad copy heatmap"

  1. 1. STUDY: What words in ad copy drive better performance for Financial Services advertisers?
  2. 2. Clickability. The likelihood of an ad being clicked, agnostic of position
  3. 3. Ad Copy Variables: Finance Edition • Analyzed all ads with at least 5 impressions serving on non- brand keywords in the financial services vertical for a 30 day period. • Identified 120 primary variables within the ad titles and ad descriptions and measured the ad quality of these variables when used in combination. • Broke out by: Credit Cards, Mortgage, Banking, Auto Insurance & Health Insurance 200k Ads 500M Impressions
  4. 4. • Safe" was strong in the ad title, while "Fast" and "Savings" had solid ad quality performance in the ad description. Branding terms were removed from the keywords and ad copy variables that were tested so, for example, the term “Safe” was not part of the “Safe Auto” brand. • Combining “safe” in the title had especially strong results when paired with “free”, “fast”, “quote(s)”, or “auto” in the ad description. Ad Descriptions AdTitles Great Bad No DataGood Auto Insurance | Ad Performance Heatmap $ % Auto Car Could Save Coverage Discount Easy Fast Free Get Insurance Keyword Param Policy Quote Rate Safe Save Savi ngs NoVar $ Auto Car Coverage Discount Free Get Insurance Keyword Param Quote(s) Rate Safe Save NoVar Key Points:
  5. 5. Ad Descriptions AdTitles Mobile $ % Apply Bank Checking Compare Fee(s) Find Free Now Online Open Rate Savings Yield NoVar $ Apply Bank Checking Compare Find Keyword Online Open Param Rate Savings Yield NoVar Banking | Ad Performance Heatmap Great Bad No DataGood • The top performing combination was to include “rate” in the title and “yield” in the description. • “Online” and “find” showed strong ad quality as they were present across several top title/ad description combinations. Key Points:
  6. 6. Ad Descriptions AdTitles Great Bad No DataGood APR $ % Apply Approval Bad credit Best Cashback Compare Fee Find Interest Offer(s) Param Reward(s) Secured NoVar APR $ % Apply Approval Bad credit Best Cashback Fee Interest Keyword Offer(s) Param Reward(s) Secured NoVar Credit Cards | Ad Performance Heatmap • “APR” and the dollar sign performed better in the ad description than in the ad title. • "Fee" improved quality when used in the ad description. • “Approval” and “bad credit” both did very well when included in either the title or description. Key Points:
  7. 7. Ad Descriptions AdTitles Great Bad No DataGood $ Affordable Apply Cheap Compare Coverage Dental Exam Health Insurance Keyword Learn Low cost Medical Param Plan Plans Quote Save Savings NoVar $ Affordable Cheap Compare Coverage Dental Exam Health Insurance Keyword Low cost Medical Param Plan Plans Quote Savings NoVar Health Insurance | Ad Performance Heatmap • When describing value, use the word "affordable" in the ad title and avoid the word "savings". • “Exam” when included in the title was a top performer. • The dollar sign experienced positive ad quality when used in Health Insurance ads, which was not the case in every vertical. Key Points:
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