Google AdWords Capitalization

There is a sci­ence to writ­ing ads in Google AdWords to max­i­mize your click-through-rate and ROI and using just the right amount of cap­i­tal­iza­tion plays a huge part.

Tip 1: Use Cap­i­tal­iza­tion in Google Ads

We have proven beyond a doubt that ads that are cap­i­tal­ized will almost always out­per­form ads that are not cap­i­tal­ized.  They just stand out more and are far more notice­able.  So, as a rule of thumb, def­i­nitely use cap­i­tal­iza­tion in your ads!

Tip 2: When NOT to Use Cap­i­tal­iza­tion in Google Ads

We have noticed that a lot of times cap­i­tal­iz­ing the short words such as “in, and, on, etc.” can have a HUGE neg­a­tive impact on the per­for­mance of your Google AdWords ads. 

Below is a case study that clearly demon­strates the impor­tance of know­ing what words to cap­i­tal­ize and what words to leave in lower case.  We tested two ads where every­thing was iden­ti­cal except the cap­i­tal­iza­tion of two tiny words. 

The result:  The ad that did not cap­i­tal­ize these tiny words out­per­formed the ad that did by over 80%! 

The above case clearly demon­strates that pay­ing atten­tion to the RIGHT amount of cap­i­tal­iza­tion is vital and just fol­low­ing the tip to cap­i­tal­ize every word can get you into seri­ous trouble. 

NOTE: This is a con­trolled test.  Both ads were sur­faced for the same group of key­words.  The con­ver­sion rate = sign-ups (i.e. new leads)

Con­tinue learn­ing more about Google AdWords

• Google AdWords Tips
• Defin­i­tive Guide to Google AdWords

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About the Author

Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype. Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.

Check out other posts by Mike Reining

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