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:

CTR---Huge-variance

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.

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