Google AdWords Tips | A Headline Change That More Than Doubled Click-Thru
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.
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Hi Mike,
Thank you for posting this info online. The difference in click-throughs is amazing! Wow!
I’m always focusing more on benefits than features, so this is very interesting that this rule doesn’t always apply. This makes me question some of the print advertising I do as well.
As you said, we never can be 100% accurate in predicting what it will take to get someone to respond, reinforcing the need to always do split-testing.
Best regards!
It just goes to show you how important testing is. I would have guessed that the “loser” would have had a much higher click-thru. It seems like a better headline to me…
It proves that you never really know until you test it!
Ryan