The Optimal Way to Talk About Price - Based on 250,000 examples
AdBasis has studied a lot of creative language used in digital ads. We analyze words, phrases, colors, numbers, symbols, images and how they relate to advertising KPI’s. We do this across a number of channels: search, display, social, remarketing and mobile.
In early 2016, we took a look at over 250,000 search ads and analyzed the language used in these ads (Full Report Here). The goal of this entry is to give our readership some really usable information on how to discuss price in your advertising.
We’ve broken this up into two sections, (1) What our clients have tested and what we learned from the data and (2) what you should test in your own ads.
What Does the AdBasis Data Say?
1. Certain Words and Symbols Play a Huge Role.
In the chart below, we analyzed the impact of certain words, phrases and symbols on CTR/Conversion Rate. We chose to include the creative which made the biggest impact on performance, both positive and negative.
The data for this study has been compiled by identifying each experiment within our database where the specified criteria (an identified ad copy element) is being directly tested. An example of this: querying every experiment in which ad variations contained "www" in the Display URL and are compared against ad variations which did not contain "www" in the Display URL. Once these experiments were identified, the percent changes in both CTR & CVR were calculated for each experiment individually.
You can see that action words that instill a sense of urgency can really help your ad performance.
2. Use Numbers
The human mind is drawn to numbers when evaluating an area of pure text. Any time a numeric value was used in search ads (anywhere in the ad), we saw a significant lift in CTR and CVR.
What Should You Test?
1. Dollar Amount vs. Discount Percentages vs. Value Proposition
Defining which approach cuts through the noise is a great first test when evaluating pricing language. Here is a screenshot from a real-life ad test conducted within our platform. The AdBasis customer was testing value proposition vs. dollar amount vs. discount percentage. Very interesting approach.
2. The Positioning of the Numbers Within the Text Line
As you can see, listed here on the right-hand side are four possible permutations of testing your ad creative. This approach not only tests which value proposition users will respond to, but which variation of the creative version is optimal.
In many instances, moving the number to the beginning or end of the description line can make a huge difference in ad performance.
Possible Obstacles You Might be Thinking About
- “My ad groups are for different products, so using the same pricing language isn’t possible”
- “I need to pull in dynamic prices or product information for each of my products individually”
If you run into either of those challenges, you need to contact us HELLO@AdBasis.com. We are going to change your optimization process for the better.
Don’t take it from us, go test this stuff yourself. Our data is designed to be a benchmark and the fuel for testing ideas. The only way to truly know what is optimal for your brand is to test it yourself.