Google Ads – Small changes can generate large profits

The AdWords guru Perry Marshall often provides gold nuggets of information in his emails. I had to include this one in a blog post because it’s a keeper…information that you should be using every time you write new Google Ads. He shows you that small changes can generate large profits.

Only a seasoned Google AdWords pro can appreciate the enormous difference that teeny tiny things make in your Google ads.

You’ve got 120 characters of space to work with, and *every* one of those characters matters. Every single one.

Case in point: Here’s a pair of actual Google ads and their stats:

Ad #1:
How to Write a Book Fast
14 Days from Start to Finish
Unique, Step By Step Program
CTR: 4.1%

Ad #2:
How to Write a Book, Fast
14 Days from Start to Finish
Unique, Step By Step Program
CTR 4.4%

4.1% vs. 4.4%. What’s the difference between the two ads?

If you look real close, you see there only difference is ONE COMMA. That’s it.

“How to Write a Book, Fast” out-pulls “How to Write a Book Fast” by eight percent. In one year that silly little comma saved me about $500.00 – because Google rewards you for writing ads that get clicked on.

People who’ve never tested this stuff have no idea how sensitive people are to little things like this. Here’s a short list of little hinges that can swing big doors:

-Verbs: speed up vs. accelerate, launch vs. catapult, endorse vs. champion, praise vs. honor, win vs. dominate, intimidate vs. terrorize, start vs. pioneer, turn vs. careen, kill vs. slay

-Capitalizing Or not capitalizing Any Particular Word vs

-Metaphors…. like….

Will Your Wedding Be
A Carnival of Utter Confusion
Or the Happiest day of your life?

-Question Marks, Colons, Semicolons, Dashes –

Popular Ethernet Terms
Complex Words – Simple Definitions
3 Page Guide – Free PDF Download

Sexually Transmitted Info
Warts, Herpes, Blisters, AIDS?
Symptoms – Diagnosis – Treatments

-Scare Quotes

Atheist “Logic”
A New Age Of Reason?
Or Just a Clever Shell Game?

-Slashes and Parentheses

Mudflaps for Trucks
Ford / Chevy / GM / Toyota
(All Trucks, All Styles, All Sizes)


Spanish? Oh, Please.
Just What You’ve Always Wanted:
Another Dopey Spanish Program.

-The Gum-Smacking Teenager

Summer Camp? Oh, My Gosh.
Seriously, You Got to Check It Out.
It’s, Like, So Totally the Bomb!

Steamy Conversation

“Get Out Now” She Said
“I didn’t show you this” I replied
“Ooh Sam, now you’re talking.”


Google Adwords – Top 10 Benefits of Split Testing Google Ads

Google AdWords has the best system for getting fast and clear feedback from your ads. You can create 2 ads to rotate evenly so they are viewed equally by your visitors. The data you gather helps determine the potential profitability of your campaign.

Top 10 benefits of split testing Google Ads

1. Fast feedback

You can set up a new Google AdWords campaign and start receiving impressions and clicks to your ads almost immediately. It will depend on the popularity of your product and how well your ad was written. By split testing 2 ads you’ll soon discover the winner.

2. Improve Click Through Rate (CTR)

The purpose of split testing is to always write a better ad then test it against the best one you have. By repeating this process you constantly improve your click through rate.

3. Save time

If you just ran one ad you wouldn’t know if it was a good one. Split testing your ads saves time because you quickly discover if your campaign will be profitable.

4. Reduce Cost Per Click (CPC)

Google rewards you for improving your ads. If the ad tightly matches your keyword and landing page you’ll get a higher CTR, more conversions and a better quality score.

5. Improve writing skills

By constantly rewriting your ads to find the one that receives the most clicks and conversions you improve your writing skills. Over time you’ll find it easier to write winning ads.

6. Helps you to think like your customer

One of the keys to writing an effective ad is to get inside the mind of your customer. Ask questions like “what pain is he feeling”, or “what frustration is he experiencing” then address that emotion in your ad.

7. Improve conversions

Conversions improve by writing better ads. With split testing you quickly discover which ad is performing the best. You then write another one to try to outperform the previous one.

8. View the effect of small changes

Here are some small changes which can greatly affect the CTR of your ad:

Include keywords
Order of lines
Use of synonyms
Use different display URLS

9. Develop a winning ad

The winning ad receives the highest CTR and conversions. Use your winning ad as a model for creating ads for other profitable campaigns.

10. Improve results over time

Sometimes you need to write many ads to find one that receives a high CTR. Study the ads of your competitors that have been running for a long time. Their ads are obviously doing well otherwise they would be wasting a lot of money. By constantly improving ad quality you’ll outperform competing ads.


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