It’s time for another Google AdWords case study. This time I tested two very similar ads with the exception of the second description line. I tested:
- Download Healing Exercise Today
vs.
- Unique, Exclusive, Free Training
The second line “Unique, Exclusive, Free Triaining” is very general but has worked for many of our clients across many different campaigns. So, I thought it would be a sure thing.
However, the results were surprising:
As you can see, both Google AdWords ads performed about the same in terms of the click-through-rate but “download healing exercise today” has an 80% higher conversion rate!
Why?
- First, the keyword download might give people the idea that they can get something very fast
- Second, this line also contained the keyword “today” which again emphasizes time
However, I would not read into it too much and just re-iterate what we always say: Keep testing and you are sure going to end up with killer ads that will blow your competitors away.
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