The Results
In one of the ad groups, the white paper modified ad moved quickly to the bottom of the heap and was soon removed. In another, the modified ad performed middling well for a number of months, but was eventually phased out in favor of better performers. In the third ad group, the ad performed well enough to remain in the mix throughout 2005, alternating with other ads for first or second place.

In the remaining two ad groups, the ad shot convincingly to the head of the pack. In one of those groups, for over a three-month period the white paper inclusive ad outperformed the second best by more than a two to one ratio! This ad remained in the mix for nine months, although it eventually faded in performance and was phased out. In the other ad group, while not doubling the performance of the second best, it jumped to and held the top spot for the entire year.

Conclusions and Advice

So what did we learn?
First, including white papers in an ad does not mean you’ll boost performance in all cases. It very much depends upon the keywords that make up the ad group and other ads that are being run. In our test, the white paper inclusive ads seemed to perform best in ad groups that contained the most technically focused keywords. Perhaps the searchers hoped to be enlightened about the underlying technologies as well as the products themselves?

Second, you can’t test, set and forget. Performance can be fleeting over time. Even without the entry of new ad contenders, a winner can lose its luster, whether or not the reasons for that are clear.

Last, but certainly not least, conducting a white paper ad test should be a must for every paid search campaign where a white paper is available as an incentive!