Last year I took a marketing class (BUS101) at Stanford Continuing Studies under Kevin Epstein (Stupid Marketing).
If you are in the valley and want to learn marketing as an Entrepreneur, this is one class that you must take.
Anyhow, it was here that I first learnt about Google Ads (the sponsored links that you see on side when you do a Google search).
We were to create a 3 line Ad for a City library. (It was losing readership and wanted to build on the fact that they were free to use)
Kevin laid a lot of emphasis on using the word “Free” in the limited 3 lines space.
Logic: if you are free, mention it to the whole world.
For designing an Ad for Divvymyride.com, I began by searching “carpool” on Google.
I soon realized that almost all of the carpool sites are free to use. (they make money from Ads and nominal commissions).
Since we don’t ask for commissions and don’t even have Ad revenues, I had to take his advice. Still I had my suspicions.
Frankly, I had expected the results :D. My sample size is around 8500. Have a look at how the Ads are performing.

Google Ad performance
You can see that the Ad that is doing the best (#1) does not mention anything about the site being “free”.
(yes there is a Call for action: “Try a fresh approach to carpooling”)
I have already run many variation of the Ad and consistently, the Ads with words “fresh approach to carpooling” got me a better result.
You would expect “Try Free Carpool” (#3) would have fared better, nope.
(Actually I have my reservations for words like “Green” “Eco Friendly”, they are simply overused on the internet these days)
My Lesson? Look at your competition and then try to differentiate yourself. (I am sure, I learnt that in his class too).
Another thing that I re-learnt: The classic funnel
3000 impressions –> 30 clicks –> 3 users accounts. Paying Google 40-50c per click, I am going to be broke very soon :D
Best Regards,
-mkg