Need a Google Adwords tip? Here’s one — small tweaks to your ad copy can significantly improve results. A recent blog post by MindValley Labs proves that even a small change can dramatically raise your clickthrough rates.
The tip is to place an ellipsis (“…”) at the end of the final line of ad copy. The idea behind this concept is that customers see the ellipsis and infer that more information can be found by clicking the ad. For instance, “Get More Information…” should generate more interest than just “Get More Information” without the ellipsis.
I’ve tested this concept over the last week, and did see a dramatic improvement in clickthrough rate. The ad without the ellipsis had a 1.92% clickthrough rate, while the ad that included the ellipsis garnered a 5.26% clickthrough rate. All other wording and capitalization between the two ads were the same, so the ellipsis was the variable that made the difference.
You can read more about the ellipsis test at the MindValley Labs blog post.
July 12th, 2007 at 9:07 am
Mike says:
That is fantastic! I am glad to see that you were able to see confirmation of this test. It is remarkable that such a small change can have such a huge impact!
July 15th, 2008 at 4:47 pm
Martha V. Diaz says:
So you are certain that it is not against Google’s Editorial policies to include an ellipsis in the text ad? I want to be sure before I begin this practice. Thanks.
July 15th, 2008 at 4:53 pm
Rick Whittington says:
Martha,
I’ve been using the ellipsis now for a year and all of my ads are still approved.