If you were to ask a professional PPC manager what the key to PPC success is, odds are they would say it is split-testing.
Everything having to do with your campaign needs to be split tested constantly. This means split-testing text ads, landing pages, as well as optimizing bid prices.
Changing just one word in an ad can increase click through rates by more than 400%. Not only that but changing punctuation can have an even greater effect. Landing pages can be optimized too! Shifting parts of your site, changing colors, and changing images will all change the conversion rate of your website. You need to find what changes the conversion and click-through rates for the better.
Testing is not a one-time deal, it needs to be thought of as a business process and monitored on a continuing basis.
One easy way to split test your text ads is to use what is called the chi-squared formula. What this formula tells us is at which point (how many clicks) a test is relevant, at which point we can declare a winner and move on to the next test.
We need to have enough information to make a decision that is at least 95% accurate.
An example of this is if I were to play Doyle Brunson in a game of heads up poker, there is a small chance that I might beat him once or maybe even a few times. However, if Doyle Brunson and I were to play 100 matches of heads up poker, it is highly unlikely that I would beat him more times than he beat me.
This is the same concept we talk about in this article. You need to make sure that you have enough data to make educated decisions.
Believe it or not, it is hard to find PPC management companies that split-test like this for you. No matter what you do, make sure that you are always testing your campaign. Otherwise, you are pretty much doomed from the start.
Everything having to do with your campaign needs to be split tested constantly. This means split-testing text ads, landing pages, as well as optimizing bid prices.
Changing just one word in an ad can increase click through rates by more than 400%. Not only that but changing punctuation can have an even greater effect. Landing pages can be optimized too! Shifting parts of your site, changing colors, and changing images will all change the conversion rate of your website. You need to find what changes the conversion and click-through rates for the better.
Testing is not a one-time deal, it needs to be thought of as a business process and monitored on a continuing basis.
One easy way to split test your text ads is to use what is called the chi-squared formula. What this formula tells us is at which point (how many clicks) a test is relevant, at which point we can declare a winner and move on to the next test.
We need to have enough information to make a decision that is at least 95% accurate.
An example of this is if I were to play Doyle Brunson in a game of heads up poker, there is a small chance that I might beat him once or maybe even a few times. However, if Doyle Brunson and I were to play 100 matches of heads up poker, it is highly unlikely that I would beat him more times than he beat me.
This is the same concept we talk about in this article. You need to make sure that you have enough data to make educated decisions.
Believe it or not, it is hard to find PPC management companies that split-test like this for you. No matter what you do, make sure that you are always testing your campaign. Otherwise, you are pretty much doomed from the start.
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