Effective ad titles

[mcavic]

I have two ads, as follows:

1) Widget Dealers
We sell red, blue, and green widgets.

2) ACME Sprockets
We have lots of widgets and cogs.

I've found that the CTR on #1 is about twice that of #2 for widget searches. I guess that's because #1 seems more relevant to the search, but I'd rather have people see my ACME brand name.

Do you think it's better to run the ad with the higher CTR, or sacrifice some CTR to make people look at the brand name? I'd like to choose one or the other, just for consistancy.

[vincevincevince]

It all comes down to conversions. Simple maths:

if
[Profit_A - Clicks_A*Cost_A] > [Profit_B - Clicks_B*Cost_B]
then Ad A is best to run.

CTR only does not tell you anything you can decide based upon.

[vibgyor79]

I vote for Ad #1. When it comes to PPC advertising, CTR is absolutely everything.

But you can have best of both worlds if you play around with words.

- Keep the keyword in the title but insert your company name/brand name in the body of the ad

- Try inserting both the keyword and brand name/company name in the title (Example - Widgets from Acme Sprockets)

The reason why you are seeing good CTR in the first ad is because we have the keyword in the title of the ad.

[engine]

Clearly, people are not searching for the brand as much as the ACME Sprockets because the brand is not as strong as a household name.

For example, if people were searching for cola, or a certain vacuum cleaner, they'd probably search for the household name brand first.

I'm with the others, swallow the pride and go for A.

[webdiversity]

When it comes to PPC advertising, CTR is absolutely everything

CTR helps to keep the CPC down, but profit is everything.

In each of the instances one ad could be construed as better than the other. The beauty is you can experiment with both with the same set of keywords, and I urge you to do that.

Your data and your keywords will give you your results. Try it.