From a conversion standpoint, this ad outperformed the runner up converter by a rate of 6 to 1. I was a bit surprised by this, as we’ve been running this ad for quite some time, so I figured there would be a degree of burnout.
Best Click Through:
This ad generated a click through rate that was 27% higher than the second best performer, but the conversion was far below expectations. To a certain degree, this isn’t surprising, as the ad is written to drive clicks. The issue though is deciding what the actual value of those clicks are. If you have a bunch of clicks and they don’t convert, is the traffic worth getting?
The “Top 10″ style ad copy is just tire kicker central. You’ll get people who are ready to buy, but more often than not, you’re going to get clickers who are more interested in seeing what the Top 10 are than actually looking to buy one of those cues.
As a result of the test, we’ll be maximizing exposure for our “perfect pool cue” ad. In addition, we’ll be trying additional copy tests with other more targeted keyword campaigns to see if we can further improve our performance.
Yeah, I’ll admit it. I really dig commercials. I don’t know if it’s because I’m in the business of trying to convince people to buy things that they may or may not need, but ads drive strong feelings of love or hate for me. My wife, she pretty much thinks I’m nuts and tunes most of these ads out, but I just can’t get enough of ‘em. It’s so bad that one of the guys at work even bought me this shirt (which I love and wear all the time):
Anyway, in an effort to come up with a way to force myself to write on a more regular basis, I figured I’d run down a TV or print ad every Friday. This week’s selection, the Citi “Big Boy” commercial.
This is one that I use all the time in my marketing classes, especially when I’m teaching customer service. In 30 seconds, the company takes a customer service technology and turns it on it’s ear. The reason the ad is so effective is that it not only delivers a clear “press zero anytime” message, but it does so in a funny, memorable way. Being forced to use some seriously crappy voice recognition technology is something that pretty much everyone can identify with. Adding a somewhat nebbishy “everyman” to the equation seals the deal. The company closes the ad with a voice and visual leave behind of “press ‘0′ to talk to a person”, reinforcing the message.
This ad generated a click through rate that was 27% higher than the second best performer, but the conversion was far below expectations. To a certain degree, this isn’t surprising, as the ad is written to drive clicks. The issue though is deciding what the actual value of those clicks are. If you have a bunch of clicks and they don’t convert, is the traffic worth getting?
