Split testing is one of the more advanced yet lesser known strategies that many ppc pros keep close to their heart and I’ll be showing you how to do it properly. You’ll definitely need to know this too if you want to improve your click through rates without wasting money.
If you don’t split testing then how else will you know if your ad copy is working?
No doubt split testing is such a simple concept and will be the number reason why you’ll succeed in your ad campaigns.
Basically with split testing your competing two very similar ads against each other to see which one gets the most clicks and the highest click-through-rates. The two ads are created within the same campaign.
After 50 or 60 clicks you should be able to tell which one is the winner and which one is the loser. After deleting the loser you create another similar ad to the winning ad. You make one small change to the new ad and then you let it run for another 50 to 60 clicks.
However if both ads show very similar clicks and click-through-rates then let it run for a little longer until one of them is the winner.
You repeat the process over and over again until you eventually end the campaign.
The changes you make to the second ad should be very minor. The tiniest of changes can have a dramatic change in click through rates. You don’t want to make the second add too different since it’ll defeat the whole process of split testing in the first place.
Here are two examples from a past campaign:
Notice the difference? Always keep your changes small.
Before you start split testing go into your settings tab and change the ad rotation to: Rotation: show ads more evenly. View image below
Critical: Don't forget to change this!
Reason why you’d want to do this is so that Adwords will rotate both ads evenly so that your split testing will be more accurate.
Its pretty safe to say if you come across someone who is split testing their Adwords campaign then its sure bet they are an advanced ppc marketer. Split testing is the magic formula that will increase your profits and improve your click-through-rates.
Stay tuned for Part 3 where I’ll go into detail on how to improve your quality score. I’ll show you how I got mine to 10!
This article is part of a 4 part mini Adwords tutorial. To learn more check out Adwords Secrets Google Doesn’t Want You To Know About.
