Since adopting REA, Fire Label have seen a dramatic upturn in the quality and performance of their search ads, resulting in higher click-through rates and more revenue.
Brand term ads including positive review snippets such as “Good quality at great price” and “Great customer service, quick delivery and good product. 5/5” led to an increase in conversion rates of 33% when tested against ads with more traditional CTA-led copy. These same ads also reduced the cost-per-conversion by as much as 24%.
The same approach was taken for product ads, with similarly positive results.
Including both short and long tail review snippets within the ad copy for t-shirts saw click-through rates rise by up to 11%.
With such a short window of opportunity to capture the imagination of shoppers searching on Google, using the emotional pull of customer reviews in their ad copy continues to make a big difference to Fire Label’s paid search advertising.