Capitalization in ads

Title style for ad body?

[RedWolf]

I am trying to decide how to write up some new creatives and am stuck on capitalization styles. In the ad body text, does title style capitalization (first of each word) work better than sentance style wording? I read the AdWords editorial guidelines and am really confused. It says you should use sentance style, then goes on to show title style in their example of a good ad.

[roitracker]

I suggest you capitalise the first letter of each word in the title, and the first word of each sentence in the body of the ad.

Ultimately, the only way you'll know what works best for you is to test it.

[eWhisper]

If you have a few ads you want to try out, then create them all and see what works. I've seen ads that I thought would do great - bomb, and ads I thought would be average excel.

Sometimes I like the sentance structur, and other times, capatalizing 3-4 words in a line make them stand out more. All depends on how you're trying to capture your audience.

[AdWordsAdvisor]

Related to the above, here are two seemingly minor tips that I often pass on to advertisers:

* Whatever you decide to do, be consistent.

* Make your ads look as professional as possible.

I say this because all a potential customer knows about you is what they see in your ad. If they see a choppy and inconsistent ad, they may assume that you are not particularly professional, and decided not to do business with you.

I recommend you put yourselves in the position of your customer. This means forgetting everything you know about your business.

Now, take a look at your ads. What do they say about your company? Would you do business with the people who wrote the ad - keeping in mind that what you see in the ad is 100% of what you know about that business?

It may be just me, but I'm not likely to do business with a company that can't spell the name of their product, or who has written an ad with capitalization that is all over the map.

Subconsciously, I make the assumption that an unprofessional ad equals an unprofessional company. And I will not be sending my credit card number to an unprofessional company.

AWA

[tbear]

I believe (can't remember where) that there have been many studies done showing that normal sentence capitalisation is easier to read...... seems to me a good reason to go that way.

[Shak]

Subconsciously, I make the assumption that an unprofessional ad equals an unprofessional company. And I will not be sending my credit card number to an unprofessional company.

AWA got it spot on.

The whole post just shows why SOME internet only companies run by 1 man bands make fortunes out of paid internet advertising, whilst big corporations get nowhere.

THINK of the user.

Shak