Which Online Flower Store's PPC Ad Won Mother's Day 2013?

Every Mother's Day, the pressure is on for online flower stores to use elements of persuasion throughout their PPC ads and websites to engage and convert visitors. With more than $2.3 billion forecast to be spent on flowers for Mother's Day 2013, the competition is fierce.

So which retailer did the best job this year of writing solid PPC ad copy and customizing their sitelink extensions to present offers that are seasonal and relevant to searchers?

Let's break down three AdWords ads that Google users found when searching for [buy flowers online] – from 1-800-Flowers.com, Teleflora, and Blooms Today – and decide which ad won this year:

A quick and easy way to assess any the quality of any ad is a technique referred to as the Conversion Trinity. Three simple criteria that can make or break any ad:

RelevanceValueCall-to-ActionRelevance

1-800-Flowers.com

The repeated use of the word "flowers" in the ad copyTaking seasonality into account by adding /Mothers_Day to the display URLAdding two Mother's Day specific links to the four sitelink extensions

Teleflora

The repeated use of the word "flowers" in the headlineAdding a Mother's Day sitelink

Blooms Today

The use of the word "flowers" in both the headline and body copyAdding a Mother's Day Flowers sitelinkValue

1-800-Flowers.com

Offering same day deliveryHaving a daily special or promotion

Teleflora

Hand delivery offers a special touchFlowers are delivered in a vase (versus a box)A spelled out offer of $10 offDaily deal

Blooms Today

Guaranteed DeliveryA spelled out offer of 25 percent off$19.99 – a specific amount that sets the visitor's expectationsGreat ValueGuaranteed deliveryFlowers under $45Call-to-Action

1-800-Flowers.com

Arrange a SmileSend Fresh Flowers

Teleflora

Order now

Blooms Today

NoneWhich PPC Ad Won Mother's Day 2013?

A combination of all would make a near perfect ad. I say "near perfect" to stress the idea that no ad is perfect, and that there's always room for optimization and improvement.

1-800-Flowers.com wins in relevance with it's repeated use of the word "flowers" in its headline and body copy. Blooms Today wins big in value with its specific and compelling offers and promotions. None of ads had enticing calls-to-action, but Teleflora had a clear "order now."

That being said, could you write a better ad? Could you take 1-800-Flowers.com's relevance, Blooms Today's value and Teleflora's call-to-action to create an ad? Share your version in the comments below.

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