For PPC management experts, ad testing is a paramount task that helps consistently convert sales or leads. A real PPC management expert would tell you that ad testing is not just part of a strategy, it should have a strategy in itself. Otherwise, conversions, quality scores and overall performance can get into the dreaded danger zone.
If you’ve had slim success margins in the past, it would be hard to tolerate ad testing and growing on a large-scale basis. But of course, this does not mean that you stop ad testing altogether. Like we said, ad testing is a PPC management essential.
So, what do you do?
Here are some expert tips from the folks over at PPC Hero.
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1. Do not test every ad group at the same time. Come up with a schedule wherein ad testing is done methodically and yet your other campaigns and ad groups are able to perform. In this way, you are protected from large-scale performance decreases during the testing phases.
2 2. Test one new ad at a time and while you are at it, create copy of your control ad. Run both copy and the original at the same time. This PPC management tip is ideal for campaigns with tight margins because it gives more protection for your current performance while at the same time, resetting the history of the control. Simply put, this technique adds another layer of control to your ad testing. Your PPC management expert might also suggest AdWords Campaign Experiments (ACE) which can help you set your control splits and moderate traffic to your experimental ad copy.
Ad testing is a real test of PPC management. Make sure to think about how it may affect your campaigns and ad groups. If you find that you cannot support short-term losses, adjust your strategy and develop a plan that will let you do the tests while the ad performers support with consistent performance in the process.
Good luck!
