STUDY: What words in ad copy drive better performance for Financial Services advertisers?

Clickability.

The likelihood of an ad being clicked, agnostic of position

Ad Copy Variables: Finance Edition

• Analyzed all ads with at least 5 impressions serving on non-brand keywords in the financial services vertical for a 30 day period.

• Identified 120 primary variables within the ad titles and ad descriptions and measured the ad quality of these variables when used in combination.

• Broke out by: Credit Cards, Mortgage, Banking, Auto Insurance & Health Insurance

200k Ads 500M Impressions

• Safe" was strong in the ad title, while "Fast" and "Savings" had solid ad quality performance in the ad description. Branding terms were removed from the keywords and ad copy variables that were tested so, for example, the term “Safe” was not part of the “Safe Auto” brand.

• Combining “safe” in the title had especially strong results when paired with “free”, “fast”, “quote(s)”, or “auto” in the ad description.

Ad Descriptions

Ad

Tit

les

Great Bad No DataGood

Auto Insurance | Ad Performance Heatmap

$ %Auto Car

Could Save

Coverage

Discount Easy Fast Free Get

Insurance

Keyword

Param Policy Quote Rate Safe Save

Savings

NoVar

$AutoCarCoverageDiscountFreeGetInsuranceKeywordParamQuote(s)RateSafeSaveNoVar

Key Points:

Ad Descriptions

Ad

Tit

les

Mobile $ % Apply Bank CheckingCompar

eFee(s

) Find Free Now Online Open RateSaving

s Yield NoVar$ApplyBankCheckingCompareFindKeywordOnlineOpenParamRateSavingsYieldNoVar

Banking | Ad Performance Heatmap

Great Bad No DataGood

• The top performing combination was to include “rate” in the title and “yield” in the description.

• “Online” and “find” showed strong ad quality as they were present across several top title/ad description combinations.

Key Points:

Ad Descriptions

Ad

Tit

les

Great Bad No DataGood

APR $ % ApplyApprova

lBad

credit BestCashbac

k Compare Fee FindInteres

tOffer(s

) ParamReward(s

)Secure

d NoVarAPR$%ApplyApprovalBad creditBestCashbackFeeInterestKeywordOffer(s)ParamReward(s)SecuredNoVar

Credit Cards | Ad Performance Heatmap

• “APR” and the dollar sign performed better in the ad description than in the ad title.

• "Fee" improved quality when used in the ad description.• “Approval” and “bad credit” both did very well when included in either

the title or description.

Key Points:

Ad Descriptions

Ad

Tit

les

Great Bad No DataGood

$Affordabl

e ApplyChea

p CompareCoverag

e Dental Exam HealthInsuranc

eKeywor

dLear

nLow cost

Medical Param Plan Plans Quote Save

Savings NoVar

$AffordableCheapCompareCoverageDentalExamHealthInsuranceKeywordLow costMedicalParamPlanPlansQuoteSavingsNoVar

Health Insurance | Ad Performance Heatmap

• When describing value, use the word "affordable" in the ad title and avoid the word "savings".

• “Exam” when included in the title was a top performer.• The dollar sign experienced positive ad quality when used in Health

Insurance ads, which was not the case in every vertical.

Key Points: