How to Change One Word in a Pay Per Click Ad and Increase Conversions by 88%

We are constantly creating content to solve the customers core problem and the way we convey our authority in this regard is through the words we choose to use. People online are reading content quickly these days. We are capable of scanning vast amounts of copy at a glance until our eye lands on a piece of information we find interesting. We need to make sure that your content is always going to jump out and clearly state the value you are offering. This is an area that often goes untested. Once we have words that adequately describe the product then we think we have achieved the goal. But a simple word change in an advertisement could be a game changer in your lead generation success.

For example, our client was looking to promote a lead generation page with a pay per click campaign. They wanted to see an increase in the number of leads generated from the ad as well as a higher click through rate. They hoped the ad would see an increase in its conversion rate and that the cost per lead would decrease. We know that in PPC, every word counts. Sometimes changing one word can have a dramatic impact on your marketing results. We replaced the word “guide” with “handbook” that was more in line with their target demographic. We A/B tested the two ads and our variation ad achieved double the number of leads with similar impressions. The Tabulated results are impressive.

The basis of all effective marketing rests on the ability to communicate your value proposition to your customers. Generating content that really connects with your target market is imperative to building an ongoing relationship. It can seem difficult and time consuming but as you can see it can be as simple as changing one word.