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25 Technology Upgrades for Your Home Office

Posted in News

With 3.7 million employees (2.8 percent of the workforce) now working from home at least half of the time, home offices need to be designed to nurture productivity and success. Technology should play an essential role in home office set ups. If it doesn’t, your working environment may be hampering your success.

Home Office Technology Upgrades

To ensure your home office makes the grade and helps your business remain competitive, consider these 25 home office technology upgrades.

Set Up VoIP

The chances are you’ll have more than one phone service in your home – your landline and mobile. Installing a Voice over Internet Protocol (VoIP) in a home office can make voice calling simpler, cheaper and more efficient.

As the Computer Shopper notes

“Internet-based phone service is a great option for businesses of all sizes, as it’s typically less expensive than landline or cell-phone plans.”

Buy a Green Screen

If you shoot corporate videos, be sure to install a green screen in your home office. Green screens create a level of consistency to videos and provide a clean, professional look.

Install Sound Buffering Panels

Home offices need to be quiet working environments away from the hustle and bustle of family life. Installing sound buffering panels in home working environments help dampen sound, consequently giving you peace and quiet to work productively.

Upgrade to a High-Quality Mic/Video Camera

When you work from the luxury of your own home, your home office is your meeting room. It is therefore important that you have a high-quality video camera with a decent microphone.

Use a Phone Camera Tripod

Enhance the professionalism of your home office by shooting video content or conducting teleconferencing meetings on your phone with a phone camera tripod. A sturdy camera tripod will not only stabilize a shot but will allow you to find the right height and angle.

Install Augmented Reality Apps on Mobile Devices

The Digi-Capital ‘Augmented/Virtual Reality Report Q2 2015’, claims the AR/VR market will grow to $150 billion by 2020.

For professionals operating from a home office, installing AR apps on mobile devices can both facilitate and accelerate certain business processes. For example, project managers can monitor progress in real time with the help of AR markers.

Take Advantage of an Intelligent Personal Assistant

Make your home office more productive by getting an Intelligent Personal Assistant to perform certain tasks and services. Making an Intelligent Personal Assistant part of your home office, which has the ability to organize and maintain data and information, will free up your time to get on with running your business.

Buy Video Editing Software

Editing digital video is an important process for any business that uses video content. If you operate from home make sure you produce quality home productions by installing video editing software in your home office.

Use Graphic Design Software

If you’re involved in graphic design, installing the latest graphic design software in your home office will give your business a professionality boost. Tools such as Adobe’s Creative Cloud and Affinity Photo, are excellent software for design professionals.

Install a Backup App

If you work from home you need to have off-site backup as well as a local backup on an external hard drive. For as little as several dollars a month, buying a backup app, such as CrashPlan, will ensure your data is safely backed up over the internet.

Download Exercise Apps

According to Olivia Judson, writer for the New York Times: “Irrespective of whether you exercise vigorously, sitting for long periods is bad for you.”

Home workers have a tendency to sit for long periods of time. To counter the negative consequences of sitting at a desk, download fitness apps onto home office devices.

DeskActive, BreakPal and Office-Fit are three recommended fitness apps designed for sedentary working lifestyles.

Use a Wireless Mouse

Give your thumbs a rest when you’re working from home by investing in a wireless mouse. With clickable scroll wheels, and snappy left to right clicks, a quality wireless mouse can help speed up your workflow.

Invest in a Bluetooth Keyboard

If you spend all day typing at a keyboard, investing in a Bluetooth keyboard that you can easily swap between devices, can improve the productivity of your working day in the home office.

Buy an All-In-One Printer/Laser Printer/Scanner/Copier/

Whatever profession you work in, the chances are you’ll need to print, scan and copy documents. Having an all-in-one printer/laser printer/scanner/copier in the home office will take care of all your printing requirements from one convenient device. To find best laser printer, you can check this reviews from reviews.com website.

Use a NAS Device

Treat your home office set-up to additional terabytes of storage without needing to keep an external drive connected with a NAS device, a small computer with an internet connection.

Take Advantage of a Multiport USB Charger

Home offices can require a multitude of devices to be charged via a USB socket. Ensure you’re not stuck for a USB port by purchasing a multiport USB charger.

Cancel Out Noise with Noise-Cancelling Headphones

Home offices can be noisy places. Cancel out unwanted background noise by purchasing a pair of noise-cancelling headphones.

Download Productivity Apps

It’s easy to be distracted when working in a home office. Fortunately, help is at hand, with the many productivity apps on the market.

Downloading Fantastical, for example, will mean you can check and input calendar events and schedules from the convenience of your device.

Download To-Do Apps

Don’t lose track of important tasks ahead in your home office by downloading to-do apps onto devices. Wunderlist is a highly recommended to-do app, helping users keep on track of tasks and deadlines.

Keep on Track of Finances with Financing Apps

With a zillion and one things to do, it’s easy for businesses operating from home to lose track of finances. By downloading finance apps such as TurboTax, home-ran businesses can keep on top of their income and expenses with greater ease and efficiency.

Download Web Meeting Apps

Ensure your remote meetings are conducted with professionalism from your home office by downloading web meeting software. Zoom is hailed by the Wire Cutter as the “fastest, most painless route” to remote meetings.

Use a Surge Protector

An often-overlooked device, simply plugging in a surge protector into your home office can protect your equipment and data from the damage voltage spikes can cause.

Bundle Up Excess Cable Length

Another overlooked yet important technology upgrade for your home office is simple cord and cable wrangling. Bundling up excess cable length will not only make your home office look neater and more professional, but it will make it safer and less likely people will trip over the chord.

Use Bluetooth Trackers

With papers piled up and documents everywhere, it’s easy to lose things in a home office. Use a Bluetooth tracker to help find vital items, such as your phone, keys or tablet and save precious time hunting for lost items!

Invest in a Media Streaming Device

Media streaming devices such as an Amazon Fire Stick, Google Chromecast and Apple TV can, as Kayla Matthews, smart technology and future trends writer for Inman Technology writes, be “handy tools for work purposes.”

Do you run your business from a tech-efficient home office? If so, what gadgets, software and devices do you have in your home office? We’d love to hear our readers’ home office tech tips.

Photo credit: Home Office, Keyboard, Surge Protector Photos via Shutterstock

5 Ways to Use Facebook Ads to Take Down Your Competitors

Posted in SEO

I’m willing to wager that at least one of Facebook’s 5 million (and counting) advertisers is your direct competitor. Even if Joe’s HVAC or Asics or exceptionallypungentcatnip.org don’t know what the hell they’re doing, they’re siphoning your share of voice.

What exactly does that mean?

If you’re not advertising on Facebook yet, prospects (Newsflash: Facebook has 2 billion users) are already growing familiar with your competitors’ brands. This doesn’t bode well for the bodies circling the top of your sales funnel, but it’s especially concerning when we consider folks with wallets already in hand.

Fortunately, usurping your competitors across the trifecta of Facebook, its hype-saturated Messenger application, and Instagram, is a cinch: if you know what you’re doing.

In the event your gorgeous creative and irresistible CTA’s aren’t already floating around THE social network, do yourself a favor: open another tab and sear our how to advertise on Facebook infographic onto your brain. It’ll give you a fundamental understanding of what makes Facebook ads valuable to your business (and more importantly, how to get them off the ground).

All set? Perfect. Competitive advertising on Facebook is the next frontier.
Let’s kick those training wheels to the curb and dig into the 5 ways you can use Facebook ads to take down your competitors.

#1. Leverage Interest Targeting to Sway Competitors’ Biggest Fans

In AdWords, competitor campaigns are like checkers; in Facebook, they’re closer to 3D chess. Competitor campaigns in AdWords are easy to establish but in most cases, they aren’t particularly effective.

This is because the underpinning mechanics of Google’s auction make it difficult (and pricey) for an advertiser to rank for keywords for which they have low Quality Scores.

The components of Quality Score (distilled: Expected CTR, Ad Relevance, Landing Page Experience) are such that it’s difficult to do competitive advertising effectively because, guess what: you aren’t your competitors.

That truth is reflected in your ad copy and your landing pages; you can’t leverage trademarked terms belonging to other companies, so you’re forced to talk around them, lest you risk the wrath of Google’s ban hammer. That means you’re doomed to lower CTR and Quality Scores for competitor brand terms.

In the event you have unreal brand recognition or your CTAs are so compelling that, historically, your ads receive a disproportionate number of clicks, you might end up with an “Average” expected CTR for competitors’ branded keywords; of course, if that’s the position you’re in, you probably don’t need to be running competitor campaigns in AdWords, as you’ve got what the kids call “dominant market share.” Congrats.

Switching gears, while Facebook doesn’t explicitly allow you to target fans of your competitors’ pages, you can target prospects based on their “interests.” Facebook defines interests based on the things someone explicitly likes and closely related subject matter. This means that if your competitors or their customers are active on Facebook, you can use stated brand affiliation or fandom to create brand recognition and, eventually, sales.

Let’s say you’re a craft brewer looking to put your product in the hands of folks who appreciate a nice hefeweizen in the summer months but haven’t yet strayed from the six packs on the shelf at their local Shell station. At the Ad Set level, under “Detailed Targeting,” search for the names of some well-known craft breweries…

Searching for smaller, more localized competition might not yield adequate audience sizes. You should also be aware that Facebook may surface different audience estimates based on factors like capitalization and use of domain vs. brand name. My point is this: you’re going to have to play around a bit to get your competitor interest targeting just right.

Since the businesses in the audience we’ve started building above are all well-established, it looks like we’ve got ourselves a large pool of interested Facebook users to target…

If you’ve got a taproom, you might want to layer geographic targeting atop your competitor-centric interest targeting in order to drive physical traffic; in the event you’re simply looking to generate interest in your brand, try using one of Facebook’s creative ad formats to teach, awe, and inspire prospective consumers. Next time they’re in the package store, they’ll skip right over the Boston Lager in search of your briny Gose.

#2. Beat Your Competition to the Punch with Lookalike Audiences

Net-new prospects come in all shapes and sizes.

Sometimes they’re ready to convert RIGHT NOW – in search, this is conveyed through a high-intent query like “buy men’s running shoes size 13”.

But in most cases, it takes a bit of lead nurturing (more on that in a minute). Through Lookalikes, Facebook allows you to skip over some of that nurture process before your competitors even know a prospect exists.

With the help of the infinitely useful Facebook Pixel, lookalike audiences allow you to take two pieces of information—a source audience and a location—and create a brand-new audience of prospects whose demographic and psychographic makeup mirror that of your source audience.

If your source audience is a list of recent website converters, often the resultant lookalike audience will contain prospects who are close to making a purchase in your vertical (or, at the very least, interested in learning more about what you do); all you need to do is convince these qualified prospects that what you’re peddlin’ is better than the alternatives.
This means that getting your products and services in front of these people before your competitors do provides your business with a distinct advantage. Let’s review how you can create your own lookalike audiences in Facebook.

After navigating to the “Audience” tab and selecting “Create Audience,” you’re given the option to create a lookalike audience or a custom audience. In the event you’ve never dabbled in audience creation, you’re going to want to select the latter; this will function as the source audience (mentioned above) for your very first lookalike!

Custom audiences can be created using:

  • Customer file (email addresses you upload)
  • Website traffic (provided the Pixel is on your website)
  • App activity (I’d wager this will be of little use to you: pretend it doesn’t exist)
  • Engagement (explicit action taken on either Facebook or Instagram)

To maximize the value of the lookalike audience(s) you’re going to create, I’d suggest sticking to source audiences created using either a customer file or site traffic from high-value pages only.

A high-value page is one that indicates conversion or, at the very least, intent to do so imminently; for most advertisers, this means thank you pages and shopping cart confirmation pages.

Once you’ve got your source audience ready to rock, select it from the “Source” dropdown in the “Create a Lookalike Audience” menu and enter your desired location in the [drumroll] “Location” field. Facebook will immediately generate an estimated audience size for your lookalike using the following format…

Your new lookalike consists of the 1% of the total Facebook-having population in your chosen location that most closely resembles your source audience.

Combined with interest, behavioral, and demographic targeting, you can whittle your lookalike down to the perfect set of prospects. From there, it’s all about creative, baby!

If you’re a more advanced advertiser, you can subdivide your lookalike based on ranges of similarity to your source audience by clicking on the phrase “Show Advanced Options.” Doing so will provide you with a few more audience-creation options, like so:

Think of the leftmost range in the image above as an identical twin and the broader, larger subset to the right as a second cousin who grew up two streets over.

Both have proximity to your source audience that a random Facebook user selected from a hat likely would not. Just make sure to remember that the larger you make your lookalike audience, the less its members will have in common with your source audience.

In the example above, that 2% to 5% audience is made up of more than 6 million people; while your 1% audience will probably respond well to high-value offerings like product demos, the broader subset of the population should be served a top of funnel offering and remarketed to after the fact.

In either scenario, you’re advertising to audiences consisting of folks who bear some resemblance to your most valuable audiences, giving you a distinct advantage over your competitors.

#3. Build a Bona Fide Facebook Ads Funnel

When it comes to Pay Per Click advertising—regardless of channel—you need a funnel.

Hitting a prospect who just made a tertiary, informational query with an opportunity to BUY NOW or enter a free trial isn’t going to do anything except waste your advertising budget. That’s not true: it’ll also annoy the hell out of some poor soul simply looking for an answer.

Through the near infinite, varying degrees of targeting mentioned above (plus a slew of others I won’t touch on today), Facebook allows you to create a full marketing funnel.

Armed with this conversion-enabling tool, even if your competitors are competent enough to target the right audiences, your superior, hyper-relevant ads and offerings will garner more conversions than you can shake a stick at.

Let’s say you’re an advertiser selling a piece of software and operating with the following constraints:

  • An audience of 200,000 “prospects” with varying degrees of qualification
  • A monthly Facebook advertising budget of $5,500
  • An average close rate of 70% (killer product you’ve got over there!)

If you were to divide your advertising strategy into three distinct sections, it might look something like this:

Your topmost offering—in this instance, a free trial—is being served to prospects who are totally new to your funnel; while your trial is killer and convinces a fair number of prospects to eventually demo your software with a sales rep, most people who see your free trial ads on Facebook either gloss right over them or click and bounce.
In the business we call this a Facebook ad fail.

Using the custom audience you’ve created to target anyone who begins a free trial, you’re able to pitch prospects an opportunity to chat with a sales rep; in the model outlined above, 50% of these prospects say yes to a demo. Assuming a 70% close rate after completing a product demo, you’d wind up with 35 net-new deals. Not too shabby, right?

Don’t answer yet. Just watch.

Now, what if instead of serving a Facebook ad for a free trial of your software to an audience of 200,000 people, you show these prospects a high-performing piece of content that provides actionable advice in exchange for their email address.

Notice how the volume of leads at the top of the funnel shifts dramatically from the first model (100 to 500); even though a content download is inherently less valuable to you than a free trial, it’s more valuable to the prospect at this stage in their buying process.

From there, using the custom audience tactic, you can serve that group of 500 prospects—each of whom is now familiar with the value your brand can provide for free—with an opportunity to learn more about your software by downloading a case study.

Finally, with the help of yet another custom audience and amazing Facebook ad creative that references one of the positive outcomes highlighted in the case study your prospects just read, it’s time to offer the opportunity to schedule a product demo.

At this point, the volume of leads at every stage of the funnel is considerably higher than we saw in the first example. Assuming an average sale price of $2,600, the measured, funneled approach that considers the readiness of a prospect to act and serves an appropriate ad/offer has the capacity to gross an additional $54,000.

While I’ve used a software company to illustrate the effectiveness of a Facebook sales funnel, you can apply this exact same, consumer-centric model to any industry and have success.

#4. Offer Unrivaled Customer Service Through Facebook Messenger

David Marcus, the man in charge of Messenger at Facebook, recently told Business Insider that “Conversations between users and companies inside Messenger have a 30% better return on investment than retargeting ads on the web.”

Think about that for a second. Retargeting is the practice of advertising to prospects already familiar with your brand, folks who have taken some previously defined action, and Messenger provides substantially better ROI.
All together now… “Daaaaamn.”

Facebook Messenger ads give you the opportunity to provide an engaging customer experience without having to, well, engage. Thanks, AI! But how do Messenger ads work? They’re actually pretty simple.

When a prospect clicks on your ad in their News Feed, it incites a “conversation” with your business no matter what kind of device they’re browsing on.

You can use Messenger ads to…

Promote a New Offer

or

Provide a Discount

All you need to do is upload a warm greeting message and piece of clickable creative and you can begin engaging with prospects in a way that would otherwise be impossible without them picking up the phone or physically walking through your front door.

Facebook’s Messenger Ads have a ton of potential in terms of both customer service and sales, and they’re only in their infancy.

By incorporating them into your Facebook advertising strategy now, you’ll appear more engaging to your prospects, imbuing your brand with a level of personalization and intimacy that your competitors can’t come close to.

#5. Explore Instagram’s Virtually Untapped B2B Market

Consumer brands slay on Instagram, and that makes a ton of sense.

It’s an outlet that caters to creative thinking with a suite of ad types that complement everything from product catalogues to high-engagement, brand-centric stories. It’s no wonder, then, that most B2B operations have a genuine aversion to the platform. And that’s a good thing for you.

Instead of trying to compare Instagram to search, look at it as Facebook’s version of the Display Network; use it to pull interested prospects into the top of your funnel with engaging creative, then speak to their intent to purchase later in the funnel with more targeted Facebook ads.

Are Instagram ads ever going to represent a consistent, direct path to conversion for your business? Probably not. But they will provide you with an additional, underutilized channel through which you can reach net-new prospects. If your competitors aren’t doing it (yet), you need to be.
Combined with the targeting options and funnel concept outlined in this post, you’ll be your vertical’s top dog in no time!

About the Author

Allen Finn is a content marketing specialist and the reigning fantasy football champion at WordStream. He enjoys couth menswear, dank eats, and the dulcet tones of the Wu-Tang Clan. If you know what’s good for you, you’ll follow him on LinkedIn and Twitter.

Positive vs. Negative Ads: Which Works Better?

Posted in SEO

I am not particularly excitable, and I am by no means sentimental.

I’ve been known to remain even keel amidst, say, a surging comeback from a 28-3 deficit. I can throw out childhood photographs like they were table scraps without batting an eyelash. Commercials depicting the unbreakable bond between man and Clydesdale do not incite even a single tear…

It would appear I am in the minority.

When we analyzed 612 top-performing AdWords text ads, we found that ad copy that appeals to positive human emotions appears in 45% of out-of-this-world ads.

 

Something to smile about

But guess what? Looking at data in aggregate can be misleading. Since running this study, we’ve tested sentiment in some of our own ads, and were pretty surprised by the results.

Today, we’re going to dive into exactly what “sentiment” can look like in AdWords creative—text or display—and look at two examples of positive-vs-negative ad creative tests from WordStream’s very own account (along with the results).

We’ll share insights into what worked and what didn’t during our sentiment-focused split testing, offering tips you can use to inform your own heart-tugging creative along the way.
But first…

What does sentiment look like in AdWords?

“Sentiment” as I’m using it here refers to an attempt to play on emotional triggers through ad creative.
Most text ads you see atop the SERP live in “neutral” territory. When I search for Bluetooth headphones, I’m served the following ad:

To the point? Sure. Loaded with pertinent information that may very well drive my decision to purchase? You betcha. Sentimental? Hell no.

It’s important to note that being devoid of sentiment or emotion doesn’t make it a bad ad. Remember, half of all top-performing ads have neutral sentiment.

Other searches, however, yield ads that address a prospect’s pain points and a smattering of sentiment. Take this SERP for “network security software,” for instance (brand-specific copy has been blurred):

The ads in positions 1,3, and 4 make solid use of the search query and speak to the benefits of their individual solutions. There is nothing wrong with this approach. At. All.

But take a look at the ad in position 2. Notice anything different (outside of the big red squares, I mean)?

The language in the second headline represents what I’d call a ZAG. Where the other text ads are a bit, well, bland, the ad in position 2 uses colloquial language (“this SUCKS mom, I don’t wanna clean my room!”) to make an emotion appeal. It uses negative sentiment to say “we get it.”

On the Display Network and in Gmail ads, it can be much easier to convey sentiment because you can use image creative to do some of the heavy lifting. Case in point… most definitely an example of positive sentiment, right?

I jest. This advertiser saw a 47% increase in CTR when implementing creative that leveraged negative sentiment versus previous ads with positive imagery. (This proves that while only 2% of top-performing text ads in our study were emotionally negative, there will certainly be instances in which that isn’t the case.)

In the ad copy analysis I referenced at the beginning of this post, we used the Vader sentiment analysis tool in concert with Python’s NLTK library to determine the sentiment (positive, negative, or neutral) evident in our data set. You don’t need a fancy laser sword to implement sentiment in your own ads. You just need a bit of intuition.

Consider your vertical, target demographic, and the way your competitors talk about themselves. Use that information to formulate potential positive and negative ad creative, and begin testing. If this is your first go-around, you’ll want to make sure that you conduct this sort of A/B testing in a measured fashion.

“Allen, what does that mean?!”

A/B testing for dummies

Because AdWords is a fickle beast, historical performance plays a massive role in present and future performance. As such, simply pausing your existing creative and replacing it with a brand new positive ad and an equally new negative ad will result in a bad time.

Instead, test one sentiment-based variant against your existing ad copy for at least two weeks.

When I say “test against,” I don’t mean “maintain your existing ad rotation, insert new ad copy, and check on your account in a fortnight.” You’re a smart advertiser; if you’ve found high-performing ad creative and aren’t currently split-testing, you’ve probably got your ad rotation set to “Optimize for conversions.”

This is not inherently bad, it just means that, by testing brand new POSITIVE ad copy against your top performing, probably neutral ad, you’re hamstringing the former. You told Google to optimize for conversions and, historically, the ad that converts is the one that already existed. Google, such a good listener!

Instead, before you push a sentiment-centric creative test live, be sure to adjust your ad rotation (which lives in the setting tab at the campaign level) to “rotate evenly,” as shown below:

From here, all you need to do is mark your ad variants with “Positive” and “Negative” labels; this will make reviewing data in the Dimensions tab possible, allowing you to view performance in aggregate (more advanced users can leverage the Experiments feature in AdWords to run complex A/B tests, but for most, simply ensuring even ad rotation and using labels is more than enough).

Now you know:

  • What sentiment is
  • How it can impact ad performance
  • How to rotate ad copy like a savvy veteran
  • I’d say you’re ready to dig into some examples!

Example #1: Testing Sentiment in Search Ad Creative

At WordStream we have a pretty valuable tool called the AdWords Performance Grader. You may have heard of it. In fact, a lot of people have.
This results in some significant search volume for the keyword “AdWords performance grader.” Why is this particularly valuable? Well, aside from it being the moniker of a tool we own (ostensibly making it a branded term), it also conveys some great search intent.

Think about it.

Why would someone search for an AdWords performance grader? Probably because they think their AdWords account could perform more efficiently, right? This is a scenario that begs for ad copy that speaks to sentiment.
For the longest time, we implemented negative ad creative, like so:

It’s not as though the ad calls prospects dolts by any means, but there’s an unsubtle implication that the searcher has been doing something wrong: they’ve been “wasting money in AdWords.” Once our data said that top performing ads tended to lean more towards positivity, though, we thought it high time to test our top performer against something more uplifting.

(Note that, since the ad conveying negative sentiment was the incumbent, we didn’t test it against a neutral ad.)
Between July 7 and July 31, we ran the “Stop Wasting Money in AdWords” ad against this beauty:

As you can see, this variant exudes positivity from every syllable. Instead of telling prospects to stop wasting, they are encouraged to get the most out of. These phrases are ostensibly conveying the same idea framed with differing sentiments.

Which do you think performed better during that three(ish) week period?

The negative ad had a Conversion Rate 18.8% higher than the positive ad. This is a pretty ridiculous difference, but it’s nothing compared to what we saw in terms of click through rate: the negative ad’s CTR was 67.29% better than the positive ad’s CTR.

What does this tell us?

Well, when it comes to their ad spend, people just aren’t into positivity.

Example #2: Testing Sentiment in Display Ad Creative (Gmail)

A/B testing with Display creative can be tricky because there are so many gosh darn variables. Concept, color, and copy can all have significant impact on performance. Adding a healthy dose of sentiment to the mix can make thigs reallllly interesting.

To discover the potential impact of positive and negative sentiment in image ad creative, we decided to run two comparable creative concepts using Gmail ads – on the positive side, a smiling swine being filled with coinage; on the negative side, a broken boar whose cash innards are fluttering into the ether. We ran this test in two exclusive audiences during the entire month of June.

Here’s the creative, for reference:

As you can see, the copy here is quite close to what we used in the text ad sentiment test. The results, however, could not have been more disparate. The positive ad drove an astounding 50% more conversions than the negative ad.
What does this tell us? Well, that people generally dislike dead cartoon pigs! Duh.

On a more serious note, these results speak to the fact that image creative can play a pivotal role in establishing sentiment and, thus, driving results.
(Note: We realize that there are a lot of differences between the two ads; sometimes changing the button copy alone is enough to alter the results of a test. If you want to be absolutely sure that you know what’s driving the improvement in performance between tests, only change one variable at a time.)
The Upshot
As you can see from these tests, there’s no hard and fast rule that says positive sentiment always works better in text ads or negative sentiment always works better in display. It depends on your industry, your target audience, the offer in question and countless other variables. So you should always test rather than assume.

The key takeaway is that changing the sentiment in your ads, whether it’s from positive to negative or vice versa, or from neutral to a more pronounced emotion, can make a big difference in your CTR and conversion rates. So why not test and find out what your would-be customers respond to? (And let us know what you find!)

About the Author

Allen Finn is a content marketing specialist and the reigning fantasy football champion at WordStream. He enjoys couth menswear, dank eats, and the dulcet tones of the Wu-Tang Clan. If you know what’s good for you, you’ll follow him on LinkedIn and Twitter.