Tuesday, December 07, 2010

The difference a word makes

An interesting example from the Midem blog on the difference a single word can make to search ad effectiveness.

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.

More here

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