“Only a few people read ads, so why should I make one?” This is a very logical question. Have you gone to Google and Bing and tried clicking on an ad? The main reason why you’re in this search engine is to look for information and not click ads.
But it may be a wrong assumption. In a study by Marketing Sherpa, more than 70% of those surveyed considered pay per click (PPC) advertising to be more effective than other online marketing methods, including social media and e-mail, and over 45% of them utilize PPC as one of their major online techniques.
Here’s why: although only “few” click on them, those that do express a very high level of interest. After all, why would they click on these ads in the first place? Most of them even have the capacity to buy immediately. The challenge for businesses, however, is to ensure that these clicks survive the entire sales funnel—that is, they eventually lead to a purchase.
The answer begins with the ad. It’s the weapon and the challenge among PPC marketers. How do you create an ad that delivers the most traffic at the lowest possible cost? This is where split testing comes in.
Split Testing For Pay Per Click Ads
Split testing is the process of running a campaign where traffic is split between different ads until they get a significant, preferably equal number of impressions. The ads are essentially similar except for the variables that are being tested. At the end of the test, a “winner” will be chosen based on which ad delivers the highest click-through rate. This is the ad that can also have a very strong conversion capacity, compelling Internet users to buy or follow the call to action.
To make split testing ad work, here are some tips:
- Make the most of the line space. In PPC you’re very limited with the word count, so maximize it and the number of lines. For Google, you can refer below:
- Consider testing 2 to 3 ads per ad group, focusing only on one variable. It is not advisable to create a lot of very different ads and test them against each other because you will not be able to pinpoint the exact variable that makes the winning ad effective.
- Choose different angles. Create an ad with varied motivations. This way, you can help determine which angle drives your leads’ interest. Here are examples:
- Don’t be afraid to “go out of the box.” Try using inverted punctuation and even misspellings of keywords! These things may seem not ordinary and awkward, to say the least, but hey, many Internet users use them when looking for information.
- Try changing a word. One of the easiest ways is to try changing a single word. It can spell a huge difference when it comes to results. Or you can switch the lines and words up, such as in the examples below:
Need help in effectively split testing ads? Invision Net is here to help. Call us at +61 8 8372 7834, e-mail us at firstname.lastname@example.org, or simply leave us a message.