I think it's critical to not lose track of buyer motives and end goals when testing ads.
If I were clicking on the first ad, I would do so with the intention of downloading Need for Speed. The second ad, I would click to answer the question, "Who made this crappy paint ad? It's pretty unique."
If you are paying per click, the first ad is going to perform better and will give more relevant traffic. If you are paying per impression and just care about traffic, the second wins.
Comments
I think it's critical to not lose track of buyer motives and end goals when testing ads.
If I were clicking on the first ad, I would do so with the intention of downloading Need for Speed. The second ad, I would click to answer the question, "Who made this crappy paint ad? It's pretty unique."
If you are paying per click, the first ad is going to perform better and will give more relevant traffic. If you are paying per impression and just care about traffic, the second wins.