In a recently posted article by MindValleyLabs, they measured the impact of two emotion based words in the ad text. The test compared the words "transform" and "improve" and the results showed an increase of CTR (click through rate) for "transform" but far better conversion for "improve". Read more about it in Using Emotions is a Double Edged Sword.
While I really like the way they show their ad testing results, what was missing from their article was the bottom line. In my opinion, the bottom line of this test is that you need to maintain a consistent message all along the path your user goes. This means a certain logical connection between the search phrase, the ad text, the landing page and the payment page. If any of them conveys a message that is inconsistent with the rest, it might cause the users to be disappointed and just leave.
Related posts:
Adwords tip - word capitalization
Adwords tips - coming soon
Thursday, October 26, 2006
Adwords tip - consistent message
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