Google Apparently Experiments With Capitalization Changes In AdWords

Some AdWords advertisers may find their ads appearing with capitalization that differs from what was approved in their AdWords account, as Google apparently tests capitalization variations to see how it affects click-through rates. One Search Engine Land reader, Nilaye Thakrar, search engine marketing manager at Canada’s Workopolis, sent us an example. Some words that had […]

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Some AdWords advertisers may find their ads appearing with capitalization that differs from what was approved in their AdWords account, as Google apparently tests capitalization variations to see how it affects click-through rates.

One Search Engine Land reader, Nilaye Thakrar, search engine marketing manager at Canada’s Workopolis, sent us an example. Some words that had their initial letter capitalized in the approved ad were shown with a lower case initial letter, but other words had the upper case initial letter intact. Though proper nouns were kept intact with initial capitalization, other words were capitalized, as well. It’s not clear what criteria might be in play.

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Approved ad in AdWords Account

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Ad as displayed

Google is constantly conducting tests to see if it can improve user response to AdWords ads.


About the author

Pamela Parker
Staff
Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.

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