Google AdWords Tip: The Power of Stating a Clear Benefit
November 3rd, 2006 by Mike Reining Read more about ArticlesOne 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.
Last 5 posts by
- Do you think SEO in other languages is easier? - September 18th, 2008
- Google Slap - How to recover from a Google Slap? - September 8th, 2008
- What Does Your Order Button Say? - August 29th, 2008
- Will Knol Rule The Search Engines? First Analysis Indicates...It Just Might - July 23rd, 2008
- Are small businesses dropping out of AdWords? - July 23rd, 2008
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
If you want to see what's in the private lab...
Ask yourself... which part of your business would you most like to improve?
I can send you 7 tactics related to your specific needs, if you like.
You don't have to buy anything, just take it as a backstage pass into our private course.
Will it give you the solution you've been waiting for?
There's only one way to find out.





Mike Reining
Vishen Lakhiani