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AdWords Ad Descriptions

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

I am wondering what the best practice is in using uppercase vs. lowercase letters specifically in the Ad Description. 

 

Thanks!

1 Expert replyverified_user

AdWords Ad Descriptions

Top Contributor
# 2
Top Contributor

Hi Lauren,  

 

(my opinion only!)

 

Historically capitalising each word provided a higher CTR. So did the word free, in any context, and so did an exclamation mark.

 

With ad extensions and more characters in general, things have changed. Ads are sometimes a chore to read now, and if you actually want people to read the description line, normal sentence capitalisation is working best. Same goes for call-outs and sitelinks. 

 

However there's no one size fits all in this business...

 

So in your ad group with the most impressions, do a A/B test and see which works for your audience. A 10% improvement in CTR means roughly a 10% decrease in click costs, so it is always worth testing new ad copy.