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Business Consulting For The 21st Century Via A Holistic & Intelligent Approach

A Simple PPC Edge

Done right, Pay Per Click is endless R&D.  In the process of managing a PPC campaign for a mid-sized office supply e-comm outfit, I got around to tweaking individual words in ads, looking for an edge. Turns out using upper case can make a slight difference. Specifically, in the AdWords Display URL.

I ran two nearly identical ads. The only difference was that in one ad the Display URL was in all lower case, in the other, the acronym in the URL was cap’ed. For example, CAPSlower.com/some-targeted-destination. The ad using the upper case acronym performed better. Not a lot but none the less there was a difference.

Not only do words matter, but evidently lower and upper case matters too. At least sometimes.

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