The document compares different online ads across three challenges to determine which ad performs better based on metrics like click-through rate and conversions. In the first challenge, an ad for a 10-minute workout program that promises to burn fat and tone abs in 10 minutes outperforms another ad for the same program that lacks a clear call-to-action. In the second challenge, an ad for interview preparation that appeals emotionally and uses strong job search keywords performs better than one that is verbose without benefits. In the third challenge, an ad for preschool games that has a clear call-to-action and loads benefits again outperforms one that is wordy without advantages. The document aims to show which ad designs and messages are most

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Which Ad Won?

2. 2
Here’s The Deal
We pick two real ads, throw
them in the ring and see
which one comes out the
victor based on metrics such
as click-through rate (CTR)
ands conversions per
impression (CPI).
Now it’s your turn to be the
judge. Can you spot a
winner? You’ve got 3
chances.

3. Challenge #1

4. 4
Toy Retailer
10-Minute Trainer
www.brandname.com
Burn Fat And Tone Your Abs In Just
10 Minutes. Learn More…
10-Minute Trainer
www.brandname.com
The Workout Program for Busy People.
Just 2 Low Payments of $39.95 + S&H!
-VS-

5. 5
Toy Retailer
10-Minute Trainer
www.brandname.com
Burn Fat And Tone Your Abs In Just
10 Minutes. Learn More…
10-Minute Trainer
www.brandname.com
The Workout Program for Busy People.
Just 2 Low Payments of $39.95 + S&H!
-VS-
ü Brief and clear CTA
ü Loaded with benefits

6. 6
Toy Retailer
10-Minute Trainer
www.brandname.com
Burn Fat And Tone Your Abs In Just
10 Minutes. Learn More…
10-Minute Trainer
www.brandname.com
The Workout Program for Busy People.
Just 2 Low Payments of $39.95 + S&H!
-VS-
ü Brief and clear CTA
ü Loaded with benefits
x Unclear slogan
x Missing CTA

7. 7
Toy Retailer
10-Minute Trainer
www.brandname.com
Burn Fat And Tone Your Abs In Just
10 Minutes. Learn More…
10-Minute Trainer
www.brandname.com
The Workout Program for Busy People.
Just 2 Low Payments of $39.95 + S&H!
-VS-
+60%
CTR
ü Brief and clear CTA
ü Loaded with benefits
x Unclear slogan
x Missing CTA

8. Challenge #2

9. 9
Career Resource Company
Perfect Interview Answers
www.brandname.com
Proven Formula Creates Personalized
Interview Answers For You Instantly
Job Interview Questions
www.opinionoutpost.ca
Job Interview Questions and Answers.
And How To Calm Your Nerves
-VS-

10. 10
Career Resource Company
Perfect Interview Answers
www.brandname.com
Proven Formula Creates Personalized
Interview Answers For You Instantly
Job Interview Questions
www.opinionoutpost.ca
Job Interview Questions and Answers.
And How To Calm Your Nerves
-VS-
x Verbose
x No benefits

11. 11
Career Resource Company
Perfect Interview Answers
www.brandname.com
Proven Formula Creates Personalized
Interview Answers For You Instantly
Job Interview Questions
www.opinionoutpost.ca
Job Interview Questions and Answers.
And How To Calm Your Nerves
-VS-
x Verbose
x No benefits
ü Emotional appeal
ü Strong keywords

12. 12
Career Resource Company
Perfect Interview Answers
www.brandname.com
Proven Formula Creates Personalized
Interview Answers For You Instantly
Job Interview Questions
www.opinionoutpost.ca
Job Interview Questions and Answers.
And How To Calm Your Nerves
-VS-
x Verbose
x No benefits
ü Emotional appeal
ü Strong keywords
+164%
CTR

13. Challenge #3

14. 14
Toy Retailer
Fun, Free Preschool Games
www.brandname.com/FreeKidsGames
Give Your Kids An Edge In Life. Fun
Games That Teach. Try It Free Here.
Online Preschool Games
www.brandname.com
3-D Virtual World For Kids 3-6 Yrs.
Trusted By 20 Million Parents. Free
-VS-

15. 15
Toy Retailer
Fun, Free Preschool Games
www.brandname.com/FreeKidsGames
Give Your Kids An Edge In Life. Fun
Games That Teach. Try It Free Here.
ü Brief and clear CTA
ü Loaded with benefits
-VS-
Online Preschool Games
www.brandname.com
3-D Virtual World For Kids 3-6 Yrs.
Trusted By 20 Million Parents. Free

16. 16
Toy Retailer
Fun, Free Preschool Games
www.brandname.com/FreeKidsGames
Give Your Kids An Edge In Life. Fun
Games That Teach. Try It Free Here.
x Verbose
x No benefits
ü Brief and clear CTA
ü Loaded with benefits
-VS-
Online Preschool Games
www.brandname.com
3-D Virtual World For Kids 3-6 Yrs.
Trusted By 20 Million Parents. Free

17. 17
Toy Retailer
Fun, Free Preschool Games
www.brandname.com/FreeKidsGames
Give Your Kids An Edge In Life. Fun
Games That Teach. Try It Free Here.
x Verbose
x No benefits
ü Brief and clear CTA
ü Loaded with benefits
-VS-
Online Preschool Games
www.brandname.com
3-D Virtual World For Kids 3-6 Yrs.
Trusted By 20 Million Parents. Free
+63%
CTR

18. 18
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