Neil Cartwright shared results from a recent campaign by his agency Media Junction.
It ads were to promote a series of concerts by an artist. If the ad said 'Show' the ad had a click rate 5 times higher than if it said 'Tour' - People presumably buy into a show rather than a whole tour.
Clearly click through rates aren't the only measure of success, but it's a great example of the effect one small difference to copy can make.
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