MindValley Labs Internet Marketing Blog

There is an old saying in online marketing:

“Customers don’t like to be sold.”

As a result, it is worth testing whether and what “benefit” words will actually benefit or hurt the performance of your Google AdWords ads. A simple word such as “easily” might have a significant positive or negative impact on the click-through-rate and ROI of your Google AdWords ads.

Below is a study where we tested adding and leaving the keyword “easily” out from our Google AdWords ad. In the example below, you see that incorporating “easily” into the copy of the Google AdWords ad had a devastating impact on the results. In other words, the test showed that sticking to a plain description and not hyping the ad with a word such as “easily” boosted the click-through-rate by 89%.

The above test is already statistically valid. In other words, we are 95% confident that the winning ad will outperform the losing ad in the long run. As a result, I can confidently delete the losing ad and start a new test. I have to thank the AdWords Optimizer from ClickMuse for sending me these alerts so that I can tweak and optimize my Google Ads in record time.

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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

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