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Google AdWords Tips | Let Your Customers Finish the Story.

November 9th, 2007 by Mike Reining Read more about Google AdWords Tips

Learn one small tweak that boosted CTR by 100%

This 2 minute tweak could dra­mat­i­cally improve your CTR!

When you place an ad on AdWords, what you’re actu­ally doing is shar­ing the first few sen­tences of Your Story with the cus­tomer. Your ad is the very first impres­sion they’ll have of you, mean­ing it deter­mines the tone with which your rela­tion­ship will con­tinue. And as they say, “You don’t get a sec­ond chance at a first impression.”

With this in mind, you may wish to write ad copy that doesn’t zoom right to the end of your product’s story (the results), but instead implies a set­ting from which the cus­tomer can fill in the details of the results.

Look at what we tried:

CTR---Huge-variance-2

As you can see, the win­ning ad had a 100% boost over the los­ing add, just from chang­ing “Turbo Charge” to “Trans­form.” Our cus­tomer base was not respon­sive to us telling them how the prod­uct would change their life. “Turbo Charge” is some heavy ver­biage and it obvi­ously didn’t res­onate well with our audi­ence. So, instead, “Trans­form” con­veys the mean­ing of change, yet doesn’t dic­tate exactly what change will hap­pen to the user. This let’s each per­son fin­ish the story of using your prod­uct based on their spe­cific desires.

When you are writ­ing your ads, do you con­clude everyone’s story for them, or do you let each cus­tomer tai­lor the end­ing to their own needs and wants?

This is just one exper­i­ment to try dur­ing your ad tweaks. Here’s a guide for learn­ing the process that lead us to try this.

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About the Author

Mike Reining 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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