For more complex or highly specific tests, you may need to set up your testing framework outside of Google Ads.
Custom tests allow for greater flexibility in design and ensure that advanced strategies can be evaluated properly, even when the built-in platform tools fall short.
5. Analyze results and iterate continuously
Once your tests are complete, carefully analyze the results to identify patterns in key metrics such as CTR, conversion rates, or cost-per-conversion. Use these insights to refine your strategy – scaling up elements that show promise and adjusting or discarding those that underperform.
Remember, testing is not a one-time task but an ongoing, iterative process. Regularly refining your campaigns based on testing results will help prevent stagnation and ensure that your PPC performance improves over time.
Dig deeper: Peak PPC season is coming: 5 tests to run now
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Testing ideas for paid search campaigns
Ad copy
A/B testing ad copy is a fundamental and effective way to optimize PPC performance.
The key is to focus on one element at a time – such as the headline, description or CTA – so you can directly attribute any performance changes to that specific variation.
For example, you could test two different headlines while keeping the description and CTA constant, ensuring clear insights into what resonates better with your audience.
Remember to run these tests for an adequate duration to gather sufficient data. Typically, this means at least 2-4 weeks or until you reach statistical significance. This ensures your results are reliable and not just due to random fluctuations.
Use ad rotation settings to give both versions equal exposure to ensure a fair comparison. Most platforms, including Google Ads, offer settings to rotate your ads evenly, allowing for an unbiased test.
The launch of responsive search ads (RSAs) has made traditional ad copy testing more challenging, as RSA automatically tests all assets against each other.
However, more controlled testing can still be achieved by limiting the number of assets used in an RSA, allowing for more focused comparisons.
Landing pages
Your landing page is crucial in converting clicks into customers, making it another vital element to test. Landing page testing involves creating variations of your page and comparing their performance in terms of conversion rate.
When testing landing pages, consider variations in layout, headlines and CTAs. For example, you might test a long-form page against a shorter, more concise version or compare different headline styles to see which resonates better with your audience.
Tools like Google Optimize can simplify the process of A/B testing your landing pages. These tools allow you to create and test variations without needing extensive coding knowledge.
Remember that your landing page should align closely with your ad messaging. This continuity helps meet user expectations and can significantly impact your quality score and conversion rates.
Common landing page tests include:
Product page vs. category page vs. the main page as the landing page.
Forwarding traffic directly to the contact form instead of a keyword-related landing page.
Other search test ideas
Other valuable test ideas for PPC campaigns include bid strategy testing and keyword match type testing.
Bid strategy testing
This involves comparing manual bidding against automated strategies like Target CPA or Maximize Conversions.
Finding the approach that best meets your advertising goals helps optimize campaign performance and budget allocation.
When conducting these tests, allow sufficient time (typically 2-4 weeks) for machine learning algorithms to optimize.
Keyword match type testing
This explores the impact of different match types (broad match modified, phrase match and exact match) on your campaign’s reach and efficiency.
By analyzing performance differences in CTR, conversion rate and CPA across these match types, you can strike the right balance between reach and relevance, leading to more efficient spend.
Product titles in shopping campaigns are crucial touchpoints influencing click-through rates and overall performance. They help products appear in relevant searches and provide key information at a glance.
Title structure
Experiment with different arrangements of brand, product type and key features.
Example: “Nike Running Shoes with Air Cushion” vs. “Running Shoes by Nike – Air Cushion Technology”
Length
Test short vs. long titles, keeping in mind Google typically displays the first 70 characters.
Attribute order
Try different sequences of brand, product type, color, size, material and model number.
Specifications
Compare titles with specific measurements vs. general descriptions and technical specs vs. layman’s terms.
Promotional language
Test including terms like “Sale,” “New Arrival,” or “Free Shipping.”
Seasonality
For relevant products, compare seasonal descriptions to standard ones like “christmas gift,” “gift for men” or “gift for women.”
Problem-solution framing
Test titles highlighting the problem your product solves.
You can significantly improve your shopping campaign performance by systematically testing these elements.
Remember that results may vary by industry and product type, so continuous testing is key.
Testing your video campaigns
Here are key areas to focus on when testing your YouTube advertising campaigns:
Thumbnail image variations
Thumbnail image variations can significantly impact click-through rates.
Experiment with different visual elements, text overlays and emotion-evoking imagery to capture viewers’ attention.
Video length
Test various video lengths, from short 6-second bumper ads to longer-form content, to find the sweet spot for your message and audience engagement.
Ad sequence
This can help determine the most effective order of multiple video ads for storytelling.
CTA placement and wording
Experiment with different CTA placements and wording to improve conversion rates.
Audience targeting
Audience targeting tests, such as comparing affinity audiences versus in-market audiences, can refine your reach.
Bidding strategies
Test different bidding strategies, like target CPM versus target CPA, to optimize for your campaign goals.
Ad formats
Don’t forget to experiment with ad formats, comparing skippable vs. non-skippable ads or testing overlay ads against video discovery ads.
Ad copy and video content
Conduct A/B tests on ad copy and video content, tweaking elements like opening hooks, background music or presenter styles to maximize viewer retention and action.
Dig deeper: YouTube’s triple threat: Mastering Feed, Shorts and Skippable ads
Get your accounts to the next level with PPC testing
A disciplined and methodical approach to PPC testing is essential for effective campaign optimization. Remember that PPC testing is an ongoing process of learning and improvement.
By continually analyzing results and embracing experimentation, you can better align your campaigns with marketing objectives and business goals, ensuring sustainable success.
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