If you have been following the recent test results that I have been publishing, you will have noticed that two of my favorite keywords to use towards the end of a Google ad are “Free” and “Guaranteed.” In addition, I just shared two weeks ago that “download” can also be a killer keyword.
So, in this test I decided to pin test two of my winning ad formulas against each other to see which one would win. Here are the two ads that I tested. The only difference in the two Google AdWords ads is:
“Download Free Lessons” vs. “Guaranteed”
As you can see from the above test results, “Download Free Lessons” clearly beat the losing ad that contained the keyword “Gauranteed.”
My hypothesis is that “Download Free Lessons” wins because it communicates two benefits that the other ad does not. First, it clearly states that users can get something for free. Second it states that users can get it instantly (i.e. download the free lessons).
In the end, however, it is impossible to tell which ad is going to be better, which is why we always recommend to test after test after test. That is the only way to beat your competitors in AdWords. Well, you need a lot more than just testing but testing is definitely a key part of a winning Google AdWords strategy.
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