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 | I wonder if we could lift SEM performance by optimizing mobile-preferred ads differently than desktop ads? | |
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| I have data to answer that question! I just received this report from Boost Media analyzing word performance in ad copy by device. | |
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| I bet terms of urgency like "today" and "now" perform better in mobile ads. What does the data show? | |
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| Wow! Mobile, ads containing the word "now" have a 5% higher CTR and a 19% better CPI. But on laptops and desktops, including "now" lowers CTR by 35% and CPI by 66%! "Today" actually lowers performance on all devices. | |
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| Perhaps that is because "today" takes up more space, leaving fewer characters to communicate the brand's value proposition? | |
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| That is possible. Did you see Boost's insights about ad length on the Boost blog last week? They found that shorter ads sometimes perform best. | |
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