Using Split Testing to Check the Usefulness of Your Ads

Split testing is a useful technique for checking the performance of your ads and campaigns. You can use this technique for testing ads and different sets of keywords. You can also use it for testing sales pages and landing pages.

To test different sets of keywords, you can create two PPC advertising campaigns in which the only difference is the keywords used. By monitoring the performance of each campaign you will be able to judge which keywords are more effective.

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.

Remember that you can use split testing for more than just the ads and keywords of your PPC advertising campaign. It can also be helpful testing your sales and landing pages also.

Landing pages and sales pages can be split tested just like ads. You make two landing pages or sales pages linked with a PPC advertising campaign. Half the traffic will go to one landing page and the other half to the second landing page. You can check which landing page converts more traffic to sales. The second landing page will be adjusted so that it will outperform the first one. You can then use the highest converting landing page for your final campaign.

Why should it be part of your PPC campaign management? Split testing allows you to perfect your campaign ad so that you can get the most profits from your PPC ad campaign. A landing page or sales page should also have optimum performance or your PPC advertising campaign will be wasted.

Ads should be well constructed to do this. Usually the PPC ads will be designed like classified ads. There will be an eye catching headline, a body made up of two benefits and a strong call for action with a link 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.

Split testing your PPC advertising campaign will take a lot of time, but the rewards are definitely worth it in the end. By changing just a few words in your ads you can possibly turn your whole campaign around. If nothing else, headlines should definitely be tested as they are one of the most important factors in pulling in potential customers.