• http://twitter.com/PowerballUSA Powerball USA

    Interesting take on PPC. What we found particularly comment worthy though was that your 2 big hitters in your title – “Powerball” and “Mega Millions” are both controlled keywords in Adwords so you can’t run PPC on either of them.

  • http://www.facebook.com/profile.php?id=46106497 Tyler Eastman

    Doesn’t not having the keyword in your title hurt your CTR? I agree that creativity is important, however in tests I’ve found that many times the relatively boring ad has the best ctr because its not trying to be clever, just very relevant.

  • Thomas Rasinen

    Good insight with the exceptions of the lower case headline and question mark in your sample ad.

  • Thomas Rasinen

    Any data on lowercase or question mark in the headline?

  • Andy Taylor

    While I agree your divorce lawyer ad is differentiated, I wouldn’t necessarily say it would help with CTR or conversion rate. It says nothing about a lawyer, which might be pretty detrimental to snagging someone looking for a lawyer. It also doesn’t clearly define what you’re offering, other than revenge and a smile. While I do love some sweet sweet revenge and smiles, I don’t think I’d be drawn to an offer for them if I were looking for a lawyer.

  • http://www.facebook.com/profile.php?id=46106497 Tyler Eastman

    Divorce the Sleazeball
    Is He Sleeping with “Her” Now?
    Get Revenge & a Smile on Your Face!
    BadMarriageRevenge.com/Divorce-Him

  • http://www.facebook.com/mr.larry.kim Larry Kim

    i’ve found this to be true in non-jackpot scenarios.

  • http://www.facebook.com/mr.larry.kim Larry Kim

    find an adwords jackpot and try out the process of testing something different!

  • http://www.facebook.com/mr.larry.kim Larry Kim

    yeah!

  • http://twitter.com/sammmer Sam Mazaheri

    This is great Larry! I saw this situation on a search earlier today but didn’t have the clever term to describe the problem.

  • http://twitter.com/jwdlatif Jawad Latif

    It is good to be different to get attention but the example which you quoted here doesn’t serve the purpose. I would never click that Ad because it doesn’t define your product/service.

    Who is your husband with?
    Is He Sleeping with “Her” Now?
    Get Revenge & a Smile on Your Face!

    The above Ad can be of ‘mobile spy software’. Why would i be clicking it when I am looking for a Divorce Attorney?

  • lucky heart

    making add seems cool… http://nepalclimbing.com/

  • Kenny Tse

    Great article Larry I agree that standing out against competitors in the SERP with not only relevant but also UNIQUE ad copy is paramount to engaging with the right consumers.

  • http://www.facebook.com/mr.larry.kim Larry Kim

    thanks kenny!

  • http://www.facebook.com/mr.larry.kim Larry Kim

    the point is just to come up with something that is both relevant but also unique and differentiated from the rest of the adwords jackpot

  • http://www.dpom.co.uk/ Brett Dixon

    Great Article…We do exactly this and it works fantastically…we stand out more in lower positions, pay less per click and CTR is through the roof! Whilst all of our competitors ads are the same, we are absolutely rinsing it.

  • http://www.facebook.com/mr.larry.kim Larry Kim

    good job brett. looks like you found the adwords jackpot!

  • http://www.facebook.com/mr.larry.kim Larry Kim

    it varies by jackpot, but this particular ad in the example had double digit CTR (15%) and the previous ad (boring one) was at 2%.

  • http://www.facebook.com/mr.larry.kim Larry Kim

    nope. the keywords in the ad have very little impact. it’s more the bid and CTR that matters. Find a jackpot in your account and give it a try!

  • http://www.facebook.com/mr.larry.kim Larry Kim

    thanks sam. From now on let us all refer to hitting a row of similar ads as “winning the AdWords Jackpot”

  • http://www.dpom.co.uk/ Brett Dixon

    I never win anything usually!