MindValley Labs Internet Marketing Blog

One marketing mantra that has existed for decades is the following: Emphasize benefits NOT features. This, also holds true most of the time when writing your Google AdWords ads and we are going to share one clear example with you below.

We tested two different ads. One emphasized a clear benefit "See Results in 2 Days" the other was more descriptive and emphasized a feature "Unique Step by Step Program." Both of these are true. The product that we advertised offers a unique "Step by Step Program" and our client guarantees that customers will "See Results in 2 Days."

So, both are factually correct but one emphasizes a benefit and the other does not. So, how did the ads perform?

Statistically speaking the results are significant. That means that we can be 95% confident that the ad that states the benefit will outperform the ad with the feature.

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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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