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Using Split Testing to Check the Usefulness of Your Ads |
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Written by Brian Basch
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Tuesday, 26 May 2009 14:14 |
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If you are looking for a way to judge the effectiveness of your ads, keywords, sales page, or landing page, then you should be using split testing. By doing so you will be able to test just how well your campaign is performing.
by BrianBasch
If you are looking for a way to judge the effectiveness of your ads, keywords, sales page, or landing page, then you should be using split testing. By doing so you will be able to test just how well your campaign is performing.
Different sets of keywords can be tested by using two identical PPC advertising campaigns. The only thing that will be different is the keywords. You can monitor both campaigns to see which one will perform best.
What are the methods involved in split testing? First you will create two ads which both promote the same product. As you monitor the efficiency of each ad you will continually make adjustments to the weaker performer until it is more effective than the first ad. You will then use other ads and repeat this process until you have an ad which you feel is the strongest performer. This will be the ad which you want to use for your campaign.
By examining not only your ads and keywords, but also your landing and sales pages, split testing can help you make your PPC campaigns much more successful.
Using a similar process as that used to split test ads, you can also split test the landing pages and sales pages of your PPC campaigns. Start by creating two separate pages. Then direct half of your traffic to each page. After analyzing your sales conversions you will be able to clearly see which page is more effective. Then by making changes to the weaker page, eventually you will have a page which outperforms the first page. As you continue this process you will create the best page possible for your final campaign.
You may be asking yourself "What are the advantages of split testing?" Well, the main reason to add split testing to your PPC campaign management repertoire is perfection. You obviously want to have the strongest campaign possible. By analyzing the weaknesses of every aspect of your campaign, you will be able to a more successful campaign which in turn will create more profits for you.
Ads should be well constructed to do this. Usually the PPC ads will be designed like classified ads. There will be an eye catching headline, a body made up of two benefits and a strong call for action with a link to your sales page.
If you manage many different PPC advertising campaigns there is software available to help make split testing your campaigns easier. This software can help you save time and make your PPC management easier, but is usually only cost efficient if you are running multiple campaigns.
Split testing is a time consuming part of PPC advertising campaign management but will pay off handsomely in the end. Sometimes just a few words will make the difference. You can experiment with different trigger words to make your ads and sales copy more effective. The most common tests in split testing are done with the headlines. This can make a considerable difference in drawing potential buyers to your website. if it is a landing page you can also experiment with the presentation of the page.
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