Keyword in headline vs no keyword in headline.Copy Quiz #1

Christian N.By Christian N.

How good is your gut?

Choose the ad you think got a 60.26% increase in CTR …

See if you got it right by clicking
the button below.

Version A was the winner! It won with an almost double CTR, from 3.8% to 6.09% (60.26% increase), and was found by Tenscores ad tool.

Best practices say you must add your keyword in the first headline. Best practices are often wrong, and often lead to average results. Look at your own ads and see if you’ve stifled your results following best practices.

Thanks to Rachel and her team for running this ad test, and letting us share the results!

Read her insights below about why this ad worked:

Rachel Underwood
Partner @

It is good to challenge some “best practices” from time to time as consumers approach to ads and search evolve. I think for this particular ad, using the spacer “|”, having the headline easily flow together as if it’s one sentence, and having the description offering an opportunity at helpful information vs. direct product sell approach may be helping to increase its CTR.

Can’t wait to read your insightful comments, feel free to join our conversation below so other people can read too.

Christian N.

About Christian N.

I'm one of the two-man team that founded Tenscores, wrote my first PPC ad in 2007, got hooked and haven't stopped since.
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