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

2. Clickability.
The likelihood of an ad being
clicked, agnostic of position

3. 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

4. • 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
AdTitles
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
Savi
ngs NoVar
$
Auto
Car
Coverage
Discount
Free
Get
Insurance
Keyword
Param
Quote(s)
Rate
Safe
Save
NoVar
Key Points:

5. Ad Descriptions
AdTitles
Mobile $ % Apply Bank Checking Compare Fee(s) Find Free Now Online Open Rate Savings Yield NoVar
$
Apply
Bank
Checking
Compare
Find
Keyword
Online
Open
Param
Rate
Savings
Yield
NoVar
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:

6. Ad Descriptions
AdTitles
Great Bad No DataGood
APR $ % Apply Approval
Bad
credit Best Cashback Compare Fee Find Interest Offer(s) Param Reward(s) Secured NoVar
APR
$
%
Apply
Approval
Bad credit
Best
Cashback
Fee
Interest
Keyword
Offer(s)
Param
Reward(s)
Secured
NoVar
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:

7. Ad Descriptions
AdTitles
Great Bad No DataGood
$ Affordable Apply Cheap Compare Coverage Dental Exam Health Insurance Keyword Learn
Low
cost Medical Param Plan Plans Quote Save Savings NoVar
$
Affordable
Cheap
Compare
Coverage
Dental
Exam
Health
Insurance
Keyword
Low cost
Medical
Param
Plan
Plans
Quote
Savings
NoVar
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: