Testing Your PPC Advertising

I wanted to share a powerful marketing tip with you today.  This is something that when done properly, can improve your results and increase your sales WITHOUT adding a single penny to your costs.

This may sound simple – but it is very important for your integrated marketing activities. Test, Test and Re-test!

Here is a simple example:

You run a PPC campaign on Google AdWords and you have one ad running. Let’s say you sell shoes, and here is the ad you were running.

Designer Shoes are Affordable
Women’s Designer Shoes
Big names, great prices

Now, let’s say your click through rate (number of people that click on your ad) is 4.2%.  You are happy, because that’s better than you’ve ever done before. What most people do is keep running with that ad.  What we want you to remember to do is Split Test.

All that means is create a second version of your ad, to compete against your first version and see who wins.

So, now look at version 2:

Designer Shoes are Affordable
Lady’s Designer Shoes
Big names, great prices

Do you see the difference?  Only one word (more about that in a minute).  In the first ad we have

Women’s Designer Shoes and in the second ad we have Lady’s Designer Shoes.

So, let’s look at the results.

Ad 1 – 4.2 click through rate
Ad 2 – 5.1 click through rate!

You just increased your response rate by 21.4%!  No extra costs, simply changing one word and getting an improved response.

Why did more people click on Lady’s than Women’s?  We don’t know, we may never know, but we also don’t care.  All we know is have now improved our click through rate!

Now are we done?  Not even close.  Now we take Ad 2, and create another ad to split test against Ad 2.  You can constantly test 2 ads against each other and incrementally increase your response rates.

What can you test?  Anything and everything!  Test your ads, test headlines on your site, test your pricing.

Test, test and re-test.

There’s so much more about testing that I could go into, but we’ll have to save that for another time.  For now, just remember these 2 important points…

1. Test EVERYTHING!

2. Only make one change in each test for accurate results.  If you were to change the headline and the middle text on Ad 2, you wouldn’t know which was the cause of the higher response.  So, take one thing at a time and test, test, test.

By the way, Google has a great tool (that is available at no cost) that allows you to set up these split tests easily.  Check out Google Website Optimizer!

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