A sim­ple head­line test boosted our click-thru by 151%

We’ve riffed before about how impor­tant it is to know exactly what your cus­tomers want as well as hav­ing benefit-focused rather than feature-focused ad text.

Well, the adver­tis­ing world is not full of absolutes, so here’s some evi­dence sup­port­ing a counter-argument to just hon­ing in on ben­e­fits. Take a look:

The only dif­fer­ence is the head­line, but look at the impact! Here the win­ning ad tells you the exact item you get, rather than the results (which the los­ing one focused on). This is yet another exam­ple of the impor­tance of con­tin­u­ous split-testing and try­ing EVERYTHING rather than tak­ing ours — or some­one else’s — advice as final.

You really never know what could hap­pen, or when your audience’s pref­er­ences could change.

Need more AdWords Tips fast? Here’s 90+ pages and years of research and test­ing, all in one place.

Last 5 posts by

• VIDEO: Max­i­miz­ing Traf­fic Marks Results and Get­ting Back Links Fast — August 11th, 2008
• 150% More Traf­fic and 133% More Sales From A Few Tweaks. You Can’t Be Seri­ous… Can You? — May 26th, 2008
• The More You Give, The More You Get: How To Get Inter­views With Experts In Your Niche — May 13th, 2008
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About the Author

Mike is an internet marketer at MindValley responsible for running marketing tests, designing product launches, and leading an eCommerce project.

Check out other posts by Mike W.

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