The key to effective Ad Copy is testing.

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2 The key to effective Ad Copy is testing. This results of this study by Microsoft Bing Ads research and analytics teams, provides insights into tactics that may improve ad quality. This study should be used as a guide, and not as a substitute, for performing your own Ad Copy tests.

3 A calculation which factors in both the clickability of the ad and other indicators of ad quality. Ads with better ad quality not only have a better click-through-rate (CTR), they get rewarded with better ad ranking and lower cost-per-click (CPC) than ads with lower ad quality.

4 We analyzed more than 200,000 unique ads in each of several advertiser sub-verticals within Financial Services within the January 2013 timeframe One and two-word phrases were considered Phrases needed to appear in ads from at least 5 advertisers Phrases were sorted based on a weighted average of positive ad quality

5 What works well for one sub-vertical may perform poorly for another Dollar signs ($) were usually associated with poorer ad quality, with some exceptions (like health insurance). The results of the study indicate they should be used with caution. Sitelink Extensions consistently had a much higher impact on ad quality than any element of the Ad Copy

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7 CORRELATION BETWEEN SITELINKS AND AD QUALITY Ads with Sitelink Extensions had a much higher ad quality than ads without. +74% The ad quality lift with use of Sitelink Extensions surpassed all other Ad Copy variables. Without Sitelink Extensions With Sitelink Extensions

8 The ad quality of dynamic keyword or param insertion varied widely by sub-vertical within Financial Services. In other verticals, param insertion provides the highest ad quality, followed by keyword insertion. Generally, not using dynamic insertion had the lowest ad quality. The difference in ad quality may be related to the way the dynamic elements were used or because the higher concentration of queries in a smaller keyword set doesn t necessarily warrant dynamic insertion.

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10 The term car had a positive impact on ad quality, whether in the title or description Safe provided positive lift in the Ad Title, while fast and savings had positive lift in the Ad Description

11 TOP TITLE/DESCRIPTION COMBINATIONS The term safe performed well in the Ad Description when paired with other high-quality Ad Title terms, even though safe was previously shown to be a higher performer in the Ad Title. Title Car Car Coverage {Keyword} Insurance Description Safe Auto Coverage Save Safe

12 Using the term car instead of auto provided higher ad quality in both the Ad Title and Ad Description.

13 AUTO INSURANCE: CAR IN AD TITLE SITELINK EXTENSION COMPARISON +407% Again, Sitelink Extensions drastically improved ad quality. Without Sitelink Extensions With Sitelink Extensions

14 Savings did not perform particularly well in either the Ad Title or Ad Description Online and Find had superb ad quality

15 TOP TITLE/DESCRIPTION COMBINATIONS The terms online and rate contributed to many of the top 5 combinations. Title Online Rate Rate Online Rate Description Free Find Yield Online Online

16 APR and the dollar sign ($) performed better in the Ad Description than the Ad Title Approval, Bad Credit and Fee experienced superb ad quality

17 TOP TITLE/DESCRIPTION COMBINATIONS Although the percentage sign (%) was not the highest performer individually, it contributed to three of the top 5 Ad Title/Description combinations. Title Description % Approval Approval Approval % Bad Credit % Fee Approval $

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19 TOP TITLE/DESCRIPTION COMBINATIONS Dynamic keyword insertion contributed to four of the top five Ad Title/Ad Description combinations. Title Insurance Health Low Cost Insurance {Keyword} Description Low Cost {Keyword} {Keyword} {Keyword} Compare

20 When describing costs, use of the term affordable in the Ad Title proved to be positive. Across the Ad Title and Ad Description the term savings experienced significantly lower performance.

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