10 AdWords Split Testing Ideas for Better CTR

Posted on 9th July, 2007

If you are using AdWords, it’s important that you test multiple ads at the same time to help you understand your particular market better. The secret to a long term success with AdWords is to keep your bid prices down and to do that you’ll need to do split testing.

Split test two ads at the same time, then delete the low performing one. Then create a new ad to try beating the best one. When you have two or more ad in a single campaign, Google will rotate them simultaneously. It may take sometime before one ad emerges as the winner.

You can read more about split-testing your AdWords ads here.

I’ve listed ten AdWords ad ideas that you can use in own split-testing efforts.


  1. Use Numbers in Your Ads

    People love numbers especially ones that relate to your product’s benefits. Using the correct numbers in the headline and some in the body can create a powerful attention grabbing ad.



  2. Create an Arrow Ad

    Create your ad and place your keyword in such a way that they form an arrow like shape > when they are bolded.

    Arrow Shape AdWords
    Can You See The Arrow
    Arrow Is Bolded

    Alternatively, you could try putting your keyword on the far right hand side, or the far left hand side.

    Arrow Shape AdWords
    Arrow That Guides Your Eyes
    Arrow Is Bolded


  3. Use Capitalisation

    This is one of my favourites AdWords tricks. Capitalising the first letter of each word in your ad can make it more readable and more effective. In addition, you can even capitalise key letters in your URL to draw more attention to it.


    Compare the above to the one below, can you see the difference how the first one is more impactful?



  4. Use Punctuation Mark

    Using one or combinations of punctuation marks helps differentiate your ad from the rest and attract attention.

    ! @ # $ % ^ & * ( ) : ; “ ‘ , . / ?

    Using punctuation marks in your ad essentially force you to write a different ad than you would have.



  5. Flip Your Headline

    You can try rearranging your headline and see how each performs.




  6. Use The Product’s Name In The Headline

    Only use this method if you are not breaking the vendor’s copyright requirements. This can be very effective when used to sell products or services in a highly competitive niche market.


  7. Create A Sense of Urgency

    While including a deadline dates are seldom seen in Google, they can be highly effective if used correctly “Used While Stock Last


  8. Use Feature & Benefits Properly

    When you write your ad description, fill the second line with a benefit. Think of what your visitors can gain from it. In the third line, write a feature of your product or service. Remember, features always come after benefits. Here’s an example of a good ad description:


  9. Reference Well Known People In Your Niche

    Obviously you have to do this legally and appropriately. This can be effective way to drive clicks.

    As an example, when JohnChow.com was banned from Google for the search term “John Chow”, several bloggers took advantage of this and created the following ads.




  10. Use “This Is A Scam” Method

    The idea is to create an ad that says your competitor’s product is a scam or ineffective then point the ad to your own product or service as an alternative. Such ads attract clicks from curious searchers. However, keep in mind that there may be legal implications to this.

    Now this is not one of my favorite tricks but I include it here for educational purpose only. Your competitor may use this method against you.


An engineer by training, Victor has been working full-time online as an Internet marketer, a programmer and an app developer since 2001. He has been blogging at Sabahan.com since 2006 sharing his experience and teaching people how to make money online. Click here to join his private Facebook Group for bloggers.

  • Rex Dixon says:

    Definitely check out http://www.performable.com/ as they are on the move up to be the standard way of doing pages correctly. They are working together with http://www.abtests.com/ – so this has to be a win, win type of company!

  • Rex Dixon says:

    Are services such as http://www.performable.com/ on the right track in helping us achieve better results? Wouldn’t that be a better way to test all the great tips above?

  • […] 10 AdWords Split Testing Ideas for Better CTR […]

  • Nice post. This type of information always comes in handy; especially when it comes to using AdSense.

  • Pakistani says:

    I would like to Ad one more tip regarding Adwords.

    Use … at the end your AD copy studies have revealed that using dots at the end of the ADs give better CTR using the same A/B test using the same AD copy in both the ads the only difference is using dots at the end.

  • wah.. reviewme on john chow eh..

    good move 🙂

  • […] 10 AdWords Split Testing Ideas for Better CTR […]

  • >
    Scroll Up