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With Spring rapidly approaching, many of us are ready to come out of hibernation and get outside for some fresh air. If fitness is your thing, then now’s the time to start training. That’s why one athletic shoe company ramped up their ad game to get style-conscious lady runners ready to hit the ground.


Take a look at these two PPC ads for a certain brand of running shoes. Which one motivates you to get moving?

If you chose ad #2, you’re correct. Created by Boost Media writer, “erinesta,” this ad, with a CTR of 1.97%, outperformed the original ad by 412%. Here’s why:


The Original Ad

This is a pretty standard run of the mill ad. “Shop Top Brands,” doesn’t do much for the shopper, who, in this case, searched for a specific brand and may not care about other brands. Free shipping over a certain order amount is also a nice feature, but doesn’t give the shopper any further insight in what she really cares about, which are the styles of a certain brand of shoes.


The Boost Creative Network Ad

This ad speaks to a specific kind of shopper. “Cross the Finish Line in Style,” appeals to fashion conscious athletes. However, the next line, “Get High Performance Running Shoes Now,” tells you she cares about quality and endurance as well. With aesthetic and quality in mind, two very important features of a product, this ad is able to convey its message in a sweet two short lines.

When creating ads, it’s important to do two things- identify the type of shopper you’re advertising for and then and tailor your message to them as best you can. Making ads as specific and emotionally appealing as possible always produces the best results.

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