Case Study – Linens ‘n Things Background Google advertiser Linens ‘n Things (LNT) was experiencing a period of sluggish traffic and conversions with their normally successful AdWords program. After analyzing several months of site data, I came up with the following strategies for rewriting LNT’s ad text. The following before-and-after examples demonstrate the value of applying known best practices in search marketing and user behavior to online advertising campaigns. Ad Text Before Remington Shaver Huge selection of shavers at Linens-N-Things. Shop lnt.com www.lnt.com George Foreman Grills Linens-N-Things - Shop for George Foreman Grills www.lnt.com Hammocks: Shop lnt Selection of folding, kids and Pawley's island hammock www.lnt.com Comments Ads do not create a sense of urgency – no sales or promotional offers are mentioned Presentation of the Linens ‘n Things brand name not consistent with other branded documents (web site, corporate collateral, etc.) Ads focus on the site’s large selection, which typically encourages browsers rather than buyers The overall messaging is repetitive and lacks ‘punch’ Ads do not present a ‘call to action’ (i.e., what you want the user to do after reading the ad – shop now, buy here, etc.) Ad Text After Remington Shavers Linens ‘n Things Has Great Deals on Remington. Free Coupon Book! www.lnt.com George Foreman Grills All Sizes & Styles. Free Shipping On Orders Over $75. Buy it Here! www.lnt.com Relaxing Hammocks Linens ‘n Things has Folding, Child-Size, & More Starting at $50. View Now. www.lnt.com Comments Use of promotional offers and price points generates immediacy Spelling of brand name now consistent with other messaging Specific call to action included in each ad – ‘buy it here,’ ‘view now’ Messaging indicates wide selection while keeping user focused on purchase Interstitial capitalization and proper punctuation give ad visual appeal and user credibility Results Traffic and conversions bounced back shortly after the new ads were rotated into the campaign. The client is pleased with the user-focused messaging and plans to adopt a more strongly promotions-based ad strategy going forward.
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