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A/B Testing in PPC: A Practical Guide
In the data-driven world of PPC advertising, there’s no room for guesswork. To create a successful campaign, you need to be constantly testing and optimising your ads to see what works and what doesn’t. This is where A/B testing comes in. A/B testing (also known as split testing) is the process of running two different versions of an ad to see which one performs better. It’s a powerful and essential technique for improving the performance of your PPC campaigns.
What Can You A/B Test in PPC?
You can A/B test almost any element of your PPC campaign, including:
- Ad copy: Test different headlines, descriptions, and calls to action.
- Landing pages: Test different headlines, copy, images, and calls to action on your landing pages.
- Keywords: Test different keywords and match types.
- Bidding strategies: Test different manual and automated bidding strategies.
- Ad extensions: Test different ad extensions and combinations of extensions.
How to Run an A/B Test in PPC
1. Choose One Variable to Test
The first rule of A/B testing is to only test one variable at a time. If you test more than one variable at a time, you won’t be able to tell which one was responsible for the change in performance.
2. Create Two Versions of Your Ad
Next, you need to create two different versions of your ad: version A and version B. Version A is your control, and version B is your variation. The only difference between the two versions should be the one variable you are testing.
3. Run Your Test
Now it’s time to run your test. You can use the campaign drafts and experiments feature in Google Ads to run your A/B test. This will allow you to split your traffic between your two ad versions and see which one performs better.
4. Analyse Your Results
Once your test has run for a sufficient amount of time, you need to analyse your results. Look at your key metrics, such as click-through rate (CTR), conversion rate, and cost per conversion, to see which version of your ad performed better.
5. Implement the Winner and Test Again
Once you have a clear winner, you should implement the winning version of your ad and then start a new test. A/B testing is an ongoing process, and you should always be looking for new ways to improve your performance.
Our Overall Thoughts
A/B testing is a powerful and essential part of any successful PPC strategy. By continuously testing and optimising your campaigns, you can improve your performance, lower your costs, and get a better return on your investment. The key to success with A/B testing is to be systematic, data-driven, and always be testing.
Ready to start A/B testing your PPC campaigns?
Our team of PPC experts at Validus Media can help you set up and run effective A/B tests.
