1 in 100 Google Ads is a ‘Unicorn’ — Here’s How To Write Your Own

Google Ads tool Wordstream analysed thousands of Ads accounts and found the best Display Network ads perform 6 times better than average.

According to Wordstream, only 1 in 100 ads are unicorns. In a recent limited trial, I set up a new campaign and three ads hit results at the unicorn level. In fact, the two best ads were 7–9 times better than average.

Different ideas are the path to your own Unicorn

Having a Unicorn will more than halve your Google Ads spend.

It will also produce better results. The problem is finding a way to dream up truly different ads to test. According to Wordstream, the top advertisers test up to 100 ads before they see a Unicorn. Here’s how I got there faster.

#1. Do your research.

Customers buy for all kinds of reasons. You need to understand why they buy your kind of product. Not just the obvious stuff — go deeper.

I co-founded a business in 2012 that hit 8 figures within 6 years. I researched the 3 big ‘hot buttons’ that customers had. With these in our ads with our best promise, we had 21–23% CTR and dominated our niche.

#2. Make a list of great headlines or headline formulas.

There are hundreds of amazing headline formulas all over the web.

Steal them like an artist — using them as templates for your own ads. Working from a list of 25 great formulas, I created 23 brand new, unique ads for the service I was advertising.

#3. Keep winners, ditch losers.

Nobody can accurately predict the winner in advertising tests. So run them to get a sensible amount of data. Then weed out the losers. Keep running the winner until it doesn’t work anymore, or until you make another better one.

Read this post and more on my Typeshare Social Blog