Step-by-Step Instructions For Testing Low Volume Ad Copy

Ad copy testing is essential for anyone running a paid search account. Testing ad copy in accounts in high traffic accounts is fairly easy, as you can add new ad copies to existing ad groups, wait, and then examine the metrics. However, in low volume accounts, testing is not nearly as easy, as it could […]

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content-writing-typewriter-paperballs-ss-1920Ad copy testing is essential for anyone running a paid search account. Testing ad copy in accounts in high traffic accounts is fairly easy, as you can add new ad copies to existing ad groups, wait, and then examine the metrics.

However, in low volume accounts, testing is not nearly as easy, as it could take years to collect enough data to make statistical significant choices. Therefore, you need to employ specific testing methodologies to understand how aspects of ad copy behave across multiple ad groups at once.

In today’s column, I’ll use video to show how to create, test, and measure ad copy tests for low volume accounts.

Cross Ad Group Testing & Measurement

[youtube]https://www.youtube.com/watch?v=0IBbNO0v-8c[/youtube]

Conclusion

Testing ad copy often leads to higher CTRs, lower CPAs, and ultimately, more profit for your paid search spend. However, when you have mixed signals such as click-through-rate and conversion rates, I prefer a simple number for testing: Profit per Impression.

Just as difficult as creating a test is interpreting the data. Utilizing pivot tables can save hours of analysis in combining data sets. If you are still learning to create pivot tables, please refer to Josh Dreller’s column on creating pivot tables.

Testing low volume accounts can be accomplished by utilizing these simple testing techniques. Testing is easy. The hard part is finding the initial momentum to sit down and write a few ads and then analyze the data.

Just remember, it doesn’t matter if you have a high or low amount of clicks each month  – you can do ad copy testing. When every test you run has the ability to increase your paid search account’s profits, ad copy testing should be an ongoing activity for every search marketer.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Brad Geddes
Contributor
Brad Geddes has been involved in PPC since 1998. He is a co-founder of AdAlysis, an ad testing & recommendation platform, and a member of the programming team for SMX events. Brad is the author of Advanced Google AdWords, the most advanced book ever written about Google's advertising program. Brad has worked with companies who manage tens of thousands of small PPC accounts and other companies who spend millions on marketing each month. His experience ranges from owning his own agency, to managing a boutique agency, to overseeing programs that were official resellers of Google and Microsoft. Some brands he has worked with include: Amazon, Yahoo, Google, Thomson Reuters, YP.com, Encyclopedia Britannica, and Salesforce. One of his trademarks has been demystifying the complicated aspects of SEM. Not one to hold secrets, Brad prefers to educate his readers on the various aspects of crafting successful marketing campaigns to ensure the success for all parties involved.

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