Copy Writing PPC Ads & A/B Testing

November 2, 2008

The third step in creating a brand new campaign is writing at least two different ads for every adgroup. This is called A/B testing. We do this in order to understand our target audience & learn what messages they respond to better. During the process of A/b testing we are looking at a couple different factors such Click Thru Rate (CTR), Conversion rate & Cost Per Acquisition(CPA)/Cost Per Lead(CPL).

Sometime one ad may have a great CTR nut a really high CPA costing lots of money and making you no money and the other ad in the A/B split test will have a lower CTR but attract only quality traffic resulting in higher conversion rates and lower CPA's.

So the most important factor in A/b split testing is tracking your goals & calculating how much money you spent per goal/lead/customer/sale, delete the ads that performed poorly & write another to try and outdo the old one. Eventually you will be left with a handful of killer ads generating you a high CTR and low CPA.

A great way to get started on writing your ads is by reading through your top ten competitors, do this by searching one of the most relevant keywords in your industry & reading the top 10 sponsored links since they are there for a reason, and reason is either your competitor has very deep pockets to spend money on branding or that being there and bidding on that competitive keyword is profitable for them; and there is no reason it should be profitable for you as well!

Add To Google Bookmarks Add To Add To Reddit Add To Technorati Subscribe to RSS


Rex Dixon said...

We'd love to see some of the tests you have done shared on our site - A/B Tests - - drop by and check us out when you have some time. We are also on twitter @abtests

Post a Comment

Related Posts Plugin for WordPress, Blogger...

Get Our Latest Posts Via Email - It's Free

Enter your email address:

Delivered by FeedBurner