When everything else in the PPC world has gone away, ad text testing will still remain standing. OK, maybe that’s a bit grandiose. What I’m getting at is pay-per-click advertising is awash with bells and whistles, hoosits and whatsits (galore) and a million other ways to become distracted from those tools and tasks that provide the strongest return-on-time investment. Ad text testing is one of those tools/tasks, and I really mean it when I say that it’s a PPC manager’s constant friend and companion!
I won’t go so far as to say that it’s a perfect system, but it’s close. You have at your finger tips the ability to create distinct advertising variations that will immediately become part of a traditional A/B testing process (or A/B/C – whatever, you get it). That is if you’ve remembered to set your ad delivery to rotate evenly! There aren’t very many forms of advertising where the testing process is initiated so easily. But don’t let that ease of entry fool you. Properly testing ad texts is a timely, methodical process that is not a one-time event.
I’ve used the cliché phrase many times before, but ad text testing is a process that cannot be successful with a “set it and forget it” attitude. If you create one or two ads per ad group and walk away assuming everything will work out fine, you’re sorely mistaken. Nobody can instantly understand all of the nuances of a keyword (or group of keywords) and it’s competitive landscape and write the perfect ad from the get-go. Maybe you’ll get lucky and you’ll generate a decent CTR or conversion rate – but why would you leave such an important thing to chance?
To be successful with PPC, you have to be dedicated. Dedicated to the process of ad text testing: Create ads. Review performance statistics. Determine the benefits, calls-to-actions or any other elements that are driving the best CTR and/or conversion rates. Then start the process all over again. Wash. Rinse. Repeat. Get to know this process, become comfortable with the cycle and make ad text testing your constant friend and companion. Do this, and you’ll find PPC success.
For a great primer for ad text testing, I strongly suggest reading one or all of these articles:
Browse By Category
The PPC Newsflash: Take Advantage of the New Google Text Ad Changes
In this podcast, Hanapin experts Matt Umbro and Jeff Allen discuss the new Google Ads update, how it will affect the PPC industry, and give you ways you can take advantage of this extra ad space.
LinkedIn Ads: How Videos are Performing
LinkedIn’s release of video ads gives advertisers an opportunity to test the informational power of video in a B2B focused environment.
Amazon Updates Seller Central & AMS Campaign Manager Features
Amazon is back at it again with more updates to the campaign manager on both the Seller Central advertising platform and Vendor Central AMS platform.
A bi-weekly newsletter packed full of resources and strategies that will help make you a better PPC expert.
Hanapin Marketing | The PPC Agency of Experts Behind PPC Hero
The PPC Newsflash: Exclude Your Ads from Mobile Apps in the GDN
When we heard the news about the targeting changes, our analysts got to work...and we have a solution!
The Missing Ingredient to Your PPC Strategy: Non-Branded Campaigns
Learn how to employ a non-branded campaign strategy that will increase traffic, capture new customers, and beat the competition.
Is AI the Secret to Google Ads Success?
Stay in the running with your competitors on Google Ads, but don't stop there! Conquer them!
Load More »