as your baseline. In order for this to happen, you have to first create at least one PPC ad and then
allow it to perform long enough to have a good baseline of data against which you can compare
future ad designs.
Once you have your baseline established, you can begin comparing that ad against new ads
that you’ve created to test different elements of the PPC ad. Some of the elements you can test
include:
- The headline
- Keywords
- Call to action
- Ad text
- Different landing pages
The key to successful A/B Testing is to change only one element in the test ads. And once that element
has been changed, you have to give the ads time to develop performance data so that you can
tell which of the ads is performing better. If you try to change more than one element at a time, you’ll
find yourself in the position of having to decide what ad changes affected the traffic and conversion.
Stick to one change at a time to make it easier to be certain what changes cause what results.
When you’re A/B Testing your PPC ads, you should have a control ad — that will be the one you
used to create your baseline — and also a test ad. If you don’t have a control ad, you don’t have anything
to compare your results to. Just remember that you must run both the control ad and the test
ad at the same time in order for your testing results to be accurate and meaningful.
Using A/B Testing, you can learn what works and what doesn’t in your PPC advertisements. It’s
not the most sophisticated testing method that you can use, but it’s the easiest, and it’s highly
accurate. Testing your ads will help you tweak and fine-tune them until they are as successful
as you can make them.
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