Google Lady (aka Sandra Lopez) has done it again with 31 Killer Adwords Ad Tips. She planning on writing a free ebook based on her ‘Adwords Tips’ posts, I can’t wait to grab a copy for myself!

Here’s one tip that knocked my socks off:

“Tiny changes: Small changes can make a huge impact in CTR. Even a word can make your ads to boost in CTR. Again, Mindvalley Labs found this they had the word “Changes” into their ads and they changed to the word “Change” and that tiny change alone resulted in a 180% increase in the Click-Through-Rate.”

“Mindvalley folks explained why “Change” and “Changes” can cause such a big conversion difference:

The word “changes” insinuates AUTOMATIC change. The word “change” implies the act of doing something yourself. For example, if you were advertising a tool for cleaning for your dog:

“Dog-Clean-O-Matic Washes Your Dog Spotless”

Makes the reader see the machine as an automatic tool. Toss your dog into it and voila - the animal’s now spotless. You don’t have to do any dirty work.
On the other hand:

“Dog-Clean-O-Matic: Wash Your Dog Spotless”

Makes it seem like the machine requires YOU to do manual labor. Perhaps it nothing more than a fancy new kind of fur brush.
This distinction is important depending on the product you’re selling. In the ad above, we’re selling a relaxation CD: perhaps this is why the word “Change” relates better to the audience. They want to be in control when they go through this relaxation process. The word “changes” perhaps implies something where the participant losed control - as in hypnosis. It could be intimidating.
For other ads - in the case of software for example - I have seen the word “changes” work better. This could be because, for software, we want stuff that does the work for us automatically.So try testing both phrases on your ad.”

After reading this tip, I immediately when into a recent campaign I launched a week ago and immediately changed all my ads based on the above tip. I changed over 5k ads!?!

I literally overwrote all my previous ads, losing ad history (I did not bother split testing in this case either).

I don’t recommend making drastic changes to your ads like this if you’re a newbie. After years of experience there are times when you JUST know an ad will work better.

And it did!

I’m just blown away about how much I still have to learn about writing Google Ads, let alone about Adwords. Learning about ppc marketing and affiliate marketing is a never ending process.

The minute you think you know it all, your done with!