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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