When Calls to Action Aren’t Effective in PPC Ads
Most people will tell you that writing good ad copy requires a strong call to action (CTA) in order to tell the consumer how you want them to act. But marketers should consider whether CTAs are actually necessary in all PPC ads. “Do your consumers relate better to points of interest? Are they more concerned about the cut of the jean vs. the color? Is APR a driving factor in whether they’ll submit a lead?”
Dave Schwartz, vice president of client services and marketing at DataPop, writing for Search Engine Watch, offers an example using ads for Louis Vuitton handbags to illustrate this point. “Ad A” includes a CTA touting free shipping for orders over $50, while “Ad B” informs the consumer that 18 colors are available.
Ad B got a 4.6 percent click-through rate (CTR) and a 1.0 percent conversion rate; Ad A got a 2.7 percent CTR and a 0.5 percent conversion rate.
The key here, Schwartz says, is taking the viewpoint of a potential purchaser of a $1,000 handbag
