The Benefits of Split Testing

In order to create the most successful PPC campaign possible, you will need to experiment with your ads, keywords, landing pages and sales pages. A valuable tool in testing the performance of your campaign is split testing.

Different sets of keywords can be tested by using two identical PPC advertising campaigns. The only thing that will be different is the keywords. You can monitor both campaigns to see which one will perform best.

What are the methods involved in split testing? First you will create two ads which both promote the same product. As you monitor the efficiency of each ad you will continually make adjustments to the weaker performer until it is more effective than the first ad. You will then use other ads and repeat this process until you have an ad which you feel is the strongest performer. This will be the ad which you want to use for your campaign.

By examining not only your ads and keywords, but also your landing and sales pages, split testing can help you make your PPC campaigns much more successful.

Using a similar process as that used to split test ads, you can also split test the landing pages and sales pages of your PPC campaigns. Start by creating two separate pages. Then direct half of your traffic to each page. After analyzing your sales conversions you will be able to clearly see which page is more effective. Then by making changes to the weaker page, eventually you will have a page which outperforms the first page. As you continue this process you will create the best page possible for your final campaign.

So what are the benefits of utilizing split testing in your PPC campaign management? It will help you optimize your campaign’s ad which will also optimize your profits. The same is true for your landing page and sales page, which can destroy your PPC advertising campaign if not done properly.

If you want your split testing to be as effective as possible, you will need to have high quality ads to begin with. To create well constructed ads, you will want to have a catchy headline, a body that lists two benefits and a call to action which compels the reader to click the link that will direct them to your sales page.

There is software available which can make split testing your PPC advertising campaign simpler for you. This can be a valuable tool if you are managing multiple PPC campaigns and don’t have the time to go through this process for each of them yourself. However, if you have only one or two campaigns to manage, it is recommended you follow the steps mentioned manually.

While split testing a PPC advertising campaign will take a lot of your time, it is a crucial part of your campaign management. By finding the weaknesses of your campaign you will create a bountiful reward in the form of larger profits. Often times changing just a few words can mean the difference between a successful campaign and a less profitable one. The first main focus of your testing should be your headline. Since this is the first impression to a potential buyer, your headline should be as strong as possible.