Palo Alto Networks Paid Social Ads
Reinvigorating existing copy to improve conversion rate
The Challenge
Despite its status as a market leader, our client saw that its paid social media ad conversion rates were stagnating. It enlisted my agency to redesign and create new copy for a tranche of ads.
The Approach
Existing ad copy felt wordy at times and/or dry. That was understandable: The ads tried to get viewers to click through to a resources page or product demo or piece of marketing collateral.
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The client asked for "more engaging" copy, so I tried to make the revised ad versions exciting and perhaps a bit unconventional. I didn't care too much whether references in the copy made sense or was incredibly professional. My goal was simply to get viewers' attention.
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There were even a few iterations of copy that were declined for various reasons. A few options that got sent back to the cutting-room floor included Hemingway and pop music references, puns and plays on words. Alas.
The Outcome
At the time of website publication, the refreshed ads were enjoying:
- 41% higher click-through rate (CTR)
- 29% decrease in cost per click (CPC)
Ad Samples
