Split testing is a great way of identifying which of your ads is more effective at generating click-through traffic and improving what works while eliminating poorly-performing ads. Split testing works by running two or more ads in parallel for the same keyword and, based on your click-through rates, keeping the ads that generate the best results. Keep in mind that even small changes such as capitalizing words in your URL can make a big difference to your performance, which is why split testing is so valuable.
The Google AdWords system allows you to easily split test different ads by alternating the ads you assign to specific ad groups. The system will then show you the number of impressions and clicks, as well as the click-through rates for each ad. Although you can test as many ads as you want, it is best to stick to only two at a time to generate faster results.
When you have at least fifty clicks for both ads you can decide which ad to keep based on your CTR. Don’t rush this part because less than fifty clicks may not provide you an accurate picture and result in throwing out an ad that may be converting quite well. But remember to set your AdWords account to show each ad fifty percent of the time, otherwise Google will show the one receiving the most clicks more often and you won’t gain an accurate picture of your ads’ performance.
Although initially, you are using split testing to find an ad with the higher CTR, if you can afford to wait a little longer you should use Google’s conversion tracking function to find out which ad has a higher conversion rate. Remember that even if an ad has a lower CTR but generates more revenue, it is an ad that you want to keep.
What can you test? Virtually everything in your AdWords campaign, from your Google ads to the landing pages that is the first thing that visitors will see when they click on the link. In fact, you should test different landing pages since these are a critical component in your sales funnel. Remember that the Google ads are merely a way of driving visitors to your site. The landing page is what makes your sales presentation and converts the prospects into customers. Higher conversion rates mean that you will have more money to spend on AdWords, which will lead to more click-through traffic and higher sales.
Here are some tips for effective split testing:
- Use a “control” ad that you will keep constant while making changes in the other ad. This will enable you to determine which changes are making the most difference.
- Record all the changes you make. There’s nothing worse than testing an ad that you have changed and discovering that a previous version of the ad generated higher sales but you can’t remember what changes that you made. This is why you need to carefully record every change as well as the date and time those changes were made.
Be patient since it takes time for your tests to generate enough relevant data and solid numbers for you to analyze. Don’t give in to the temptation to change your ads as soon as you see a few clicks since impatience may result in your losing a lot of money.
Next week will be some steps on how to find a profitable niche if you don’t already have one.