And often the products and offers are so similar between retailers, what makes a shopper ultimately buy is which retailer he or she prefers.
That's why you should include some statement that explains why someone should buy from you in your ad copy. You're not just selling the product, you are selling yourself as a retailer. Most ads don't do this at all, they just focus on the product.
What if Ads Were Ranked By Persuasion?
Let's have a look at search ads for "coffee mugs." If you search for this and refresh the page a few times, you'll notice results bounce around quite a bit (we'll explain why this is later). The left screenshot is how Google really ranked the ads when I performed the search, and the right side how I would rank the ads by effectiveness.
Now let's deconstruct the ads:
About Quality Score
Ads of course aren't ranked by persuasiveness. Google ranks paid search ads in search engine results pages using a formula it calls "Quality Score." According to Google:
For calculating a keyword-targeted ad's position on a search result page:
* The historical CTR (click through rate) of the ad, the ad's display URL, and the matched keyword on Google; CTR on the Google Network is not considered
* The relevance of the keyword and ad to the search query
* Your account history, which is measured by the CTR of all the ads and keywords in your account
* Other relevance factors
Higher max bids can also impact your ranking, but you can bid to the moon and it won't improve your Quality Score. If you have a higher Quality Score, you can actually pay less than your max bid and appear higher - and click through rate has a major impact. So selling yourself as a retailer can help you get higher click through rates, thus better positions at lower click costs.
Organic search gets way more clicks than paid search, and Google doesn't make any money on that. Of paid search ads, the top result/s get clicked on far more than the middle/bottom results. Google wants to show ads that are more compelling than organic search results to make money!
Will a value proposition always get a higher click through rate? Not necessarily. As with everything, you should test it. Tomorrow we'll discuss strategies for testing your search ads.