Category Archives: Which ad won

Location or no location? Copy Quiz #10

How good are your copy skills?

Choose the ad you think got a 44.5% increase in CTR, from 8.73% to 12.62% …


Many thanks to Maria of PC International for letting me use this ad test. Maria is a Tenscores customer, she loves cupcakes and can often be found distributing them in our conversations below.

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Switching Headlines Copy Quiz #9

This is a special one.

Mark allowed me to use the full versions of the ads with no redactions. You can thus pretend to be someone searching for “running of the bulls” and try to understand why one version of these ads is 4 times more appealing than the other.

That was what I did to write them.

How good are your copy skills?

Choose the ad you think got a 260% increase in CTR, from 4.44% to 15.97% …


This ad test was kindly provided by Mark of The Running Of The Bulls. If you’re a thrill seeker, seeking a getaway for 2021, the San Fermin festival in Spain is a once in a lifetime experience, contact Mark for details.

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Doubling Down On The Target Keyword In The Headline Which ad won #8

How good are your copy skills?

Choose the ad you think got a 36.7% increase in CTR), from 13.6% to 18.6% …


This ad test was kindly provided by Marco of Trigger Digital: The Digital Agency For Agencies.

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“Yours” truly returns. Copy Quiz #7

In a past test, using the word “your” increased CTR by 47%. In today’s test, the word “your” is only one of the two differences, can you spot the other one?

How good are your copy skills?

Choose the ad you think got a more than DOUBLE CTR (128% increase), from 1.35% to 3.09% …

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David vs Goliath Copy Quiz #6

In case you’re not familiar, the second ad (Goliath) is what’s called a Responsive Search Ad. Google takes the set of provided headlines and descriptions to create a multitude of ad combinations.

So David, as variation A, is not competing against one ad, he’s competing against many different ads, each fighting against him one at a time.

How good is your gut?

Did David win over Goliath? Choose the ad you think got almost DOUBLE the CTR, from 1.3% to 2.5% (92.3% increase) …

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Rich ad, poor ad.Copy Quiz #5

One ad is rich in words, the other isn’t.

How good are your copy skills?

Does the shorter ad win over the longer one? Choose the ad you think got a 35% increase in CTR, from 2.77% to 4.17%…

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Does Dynamic Keyword Insertion Improve Ad CTR?Copy Quiz #4

If you’re unfamiliar with Dynamic Keyword Insertion (DKI), it allows parts of the text ad to change dynamically and be replaced by the exact keywords used in your ad group. More here.

You can see it in the second ad (variation B) anything between the green {Keyword: …. } is dynamically replaced with one of the keywords in the ad group if the keyword matches exactly what a person typed.

With that in mind …

How good is your gut?

Was DKI a good idea in this case? Choose the ad you think got almost triple the CTR (191% increase) …

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A less obvious experiment.Copy Quiz #3

How good is your gut?

Choose the ad you think got more than double the CTR (118% increase) …

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Give me “your” word.Copy Quiz #2

How good is your gut?

Choose the ad you think got a 46% increase in CTR …

See if you got it right by clicking
the button below.

Version B was the winner! It won with a 46% higher CTR, from 2.6% to 3.8%, with 98% confidence by the Tenscores ad tool.

Take a look at your own ads and see where you can add the word “your” or its variations: you, yours, for you…

What was your choice? I’m interested to learn why you chose what you chose, put it in the comments below so everyone can learn.

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Keyword in headline vs no keyword in headline.Copy Quiz #1

How good is your gut?

Choose the ad you think got a 60.26% increase in CTR …

See if you got it right by clicking
the button below.

Version A was the winner! It won with an almost double CTR, from 3.8% to 6.09% (60.26% increase), and was found by Tenscores ad tool.

Best practices say you must add your keyword in the first headline. Best practices are often wrong, and often lead to average results. Look at your own ads and see if you’ve stifled your results following best practices.

Thanks to Rachel and her team for running this ad test, and letting us share the results!

Read her insights below about why this ad worked:

Rachel Underwood
Partner @ UBadvertising.com

It is good to challenge some “best practices” from time to time as consumers approach to ads and search evolve. I think for this particular ad, using the spacer “|”, having the headline easily flow together as if it’s one sentence, and having the description offering an opportunity at helpful information vs. direct product sell approach may be helping to increase its CTR.

Can’t wait to read your insightful comments, feel free to join our conversation below so other people can read too.

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