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Ad Copy Testing Tutorial

Welcome to the twelfth lesson ‘Ad Copy Testing’ of PPC Advertising Tutorial which is a part of Advanced Pay Per Click (PPC) Certification Course offered by Simplilearn.

In this lesson, we're going to look at an overview of testing, look at how much data is necessary to run a test, and then finally look at how to do ad copy testing.

Let us first look at the objectives of this lesson.

Objectives

After completing this lesson, you will learn to:

  • Identify the best ways to test your ad copy

  • Analyze your test data

  • Adjust ads to appeal to different customers

  • Do Split Testing and Ad Optimization

  • Run tests in a low-volume account

Overview of Testing

With testing all you're trying to figure out is that if A better than B or Is B better than C. So all we're trying to do here if you have two or three or four ideas for ad copies or a few different landing pages, which one helps you reach your advertising goals.

Testing is a crucial part of optimization. Without benchmarking and testing your data, you can't know how to improve your campaign's performance. Through the use of testing, you can determine the most effective means to reach your advertising goals.

It's common when you first start testing to have some dramatic results. It's often due to the fact this is the first time you've thought about testing and credibly thinking about how ads, keywords, offers, and searchers interact with each other to help you reach those goals.

Once you start checking for a while, it's more common to see incremental results and not dramatic results.

With most paid search campaigns, you can test a lot of data. You can see the average CTR of a headline by individual city. There's a lot of data points you can test based upon what's the most important metric to you.

Let us now understand most common split tests.

Most Common Split Tests

We're going to focus on conversion rates, cost per conversion, and click-through rate and we'll look at those by ad copy and by landing page. In this module, we'll look at it by ad copy. In our next module, we'll look at it by landing page.

One of the problems with testing, once you start getting its event and do some advance testing is what leads to more profits. A high conversion rate and low click-through rate, in other words not a lot of visitors but good conversions from them, or a high click-through rate and a low conversion rate.

So lots of visitors but not a lot of conversion per each one. So when dealing with mixed metrics such as this, we'll eventually get to profit per impression or profit per click in our advanced testing modules.

One of the big questions is how much data do you need. We're going to look at some overall rules for how much data you need with testing. However, there's another way you can get confidence data for your testing.

Excel has a plugin called Data Analysis. Once you add that plugin to Excel, and it's a free plugin from Microsoft, you can then run ANOVA, which is an analysis of variance and you can get in other confidence factors for running the data. It is shown in the given below image.

excel-plugin-data-analysis-to%20get-data-for-testingIf you need a lot of testing, and you want to spend a few hours learning how to run an ANOVA and how to get some of these other confidence factors, that's the best way of getting the data.

However, if you're not, and you want some general rules to look at, we'll see some of the necessary information of how much data you want.

Next, we will see Split Testing and how long do you want to test for.

Split Testing – How long do you want to test for?

You might want to test for at least a week. Buying behavior is different on weekdays than on weekends. So even if you get 1,000 clicks on an ad copy in a single day, it is still better to run the test longer to accommodate for the fact that weekdays are often more B2B behavior, and weekends are B2C behavior.

However, a month is just fine. Often you'll see the beginning of the month and end of the month have lower conversion rates, the middle of the month has higher conversion rates. Again, this depends much on your industry. It is just fine to do monthly testing or ideally, three buying cycles with at least one month.

An easy way of doing testing, is the beginning of the month, sit down and walk through the process we'll look at, create some ads. The end of the month, go ahead run an analysis of those ad copies and see how they performed over that month of time.

If you don't have enough data, it's better to wait a little longer than to finish running a test to avoid making decisions on inaccurate data.

How Much Traffic and Conversion?

To answer how much traffic do you need,

Traffic

Minimum: 300 clicks per an ad

Better: 500 clicks per an ad

Ideally: 1000 clicks per an ad

Conversions

Minimum: 7 per an ad,

Better: 15

Make sure that a few people can't make dramatic differences in your click-through rates and conversion rates.

So for instance, if you have 100 clicks and one conversion, you have a 1% conversion rate. If the 101st person were to convert, so now you have 101 clicks, and two conversions, your conversion rate just went from a 1% to a 1.98%. Mostly, if you did ROI bidding, your bid would double based upon one person.

So there's a lot of calculators online that you can see have one conversion off of seven clicks and the other one has five conversions off of 13 clicks. They will tell you that you have enough data to make a decision. No, you don't, you want to make sure that just a few people can't dramatically change your information.

Meet all 3 Requirements

You do want to meet all three of requirements:

  • The minimum amount of time

  • The minimum amount of traffic

  • The minimum amount of conversions.

These are the overall rules. Let’s suppose:

- If after a month of time you have one ad copy that has 500 clicks, but it has 37 conversions.

- You have another ad copy that has only 400 clicks, so not quite your minimum number, but one conversion or zero conversions, you can make some assumptions.

Therefore, using ANOVA, and some of the other statistical methods are better for looking at the data. However, if you have enough time, traffic conversions, make sure you have minimum amounts of data and that you trust it, that just a few people aren't making significant changes in your conversions.

Low Volume Accounts

If you've looked at the data given below, you will see you've got a thousand clicks a month in your account, and no ad receives more than 50 clicks.

low-volume-accounts-exampleIn scenarios like this, you might feel that you cannot do the testing. But you can do a test with low volume accounts. We'll look through all the step by steps to doing this in a future module. However,

  • At a high level, write two different taglines, two calls to action, two different discount codes, and then put those lines in multiple ads across multiple ad groups.

  • Use a pivot table to combine the data across the ad groups and look at how different calls to actions or different taglines are working from a conversion standpoint, cost per conversion, conversion rate, etc.

You can do ad copy testing, regardless if a high volume account or low volume account.

The only difference in volume is how quickly you can make decisions in your trial and whether you can do different ads where you're looking at individual ad copies against each other versus just two taglines or calls to action against each other across multiple ad groups.

Next, we will look at Split Testing & Ad Optimization.

Split Testing & Ad Optimization

Earlier, there was a critical setting in your AdWords account for doing testing. Now by default, and this goes to how Google displays your ad copies.

So by default, Google shows optimize for clicks, where they show the ads that will get the best click-through rate the most. With split testing, often, we're looking beyond click rate, we're looking at profit information, and we're looking at conversion rates.

So there's another setting called, Rotate and can be shown in given below image.

split-testing-ad-copy-measuring-resultsThis shows your ads evenly. So you'll have ad copy one, then two, then three, back to one again.

Google's had a bug for years, in that when you turn on Rotate, your ads will not have the same impressions. You'll see ad copy one has 450 impressions, ad copy two has 525, ad copy three has 500, they're directionally similar, but they won't be absolute. Rotate does effect every ad in your campaign.

Note that, if you're changing a campaign level setting, it does change everything. But when you're split testing across all your ad groups, then Rotate a better setting to use, and you should be testing across your ad groups all the time.

So next we're going to look at Ad Copy Testing.

Ad Copy Testing

Before we look at how to do Ad Copy Testing, we need to look at the ad's writing, the different types of messages, and pick out some different overall ideas for tests. Remember, an ad copy is the only part of your account a consumer ever sees.

The consumer does not know what your geographic settings are, your keywords, your landing page. What all someone knows is your ad copy. So your ad copy's goal is to draw attention to itself. Tell someone what they're going to find after the click. So set those expectations for landing pages.

Now often to increase that CTR and increase that conversion rate, you want to make an emotional connection with individuals. So there are some universal truths about people. Think, what do people want like:

  • More time

  • More money

  • Better health

  • Better appearance

  • Promotions

There are also things that nobody wants such as:

  • More work as most people have enough now

  • being ignored

  • Doubt

  • Criticism

So when you start thinking about what people want or what we avoid, look at your ads. Use adjectives and adverbs, nouns, verbs that help to create that emotional message.

Something you really should think about when writing your ads, like:

  • Is there any emotion?

  • Are they very boring ad copies, because they're just factual statements.

They don't reach out to a user to say:

  • We will make you more confident in yourself if you were to buy this product.

  • We're going to take away unacceptable risk by showing you how to make proper trades on a dynamics stock market.

So think first about emotional connections. However, there are some things that you can test. One of them is prices. Let us understand Prices in the next section.

Test Pricing

Prices are really good to test in :

  • Price-conscious industries

  • Highly competitive industries

  • Large price ranges for products

  • Shopping Comparison queries

Now let us look into the example below.

ad-copies-with-prices-exampleWhen these three ad copies, we look at the prices. There's already a winner without even having to this task the majority of the time.

  • The top ad copy creates a selection from 89 to 199.

  • The second one produces a selection from 89.

  • The third one from 89 and up.

What's significant with numbers is that people focus on the number most beneficial to them. When you're buying a product, the most beneficial number is the lowest price point. So, top ad copy, from $89 to $199, means it's a $199 product.

The second one is from 89. It doesn't make the inference that there are more expensive sales compared to that third one from 89 and up and in this example, generally, ad copy two will do better before for you even test.

Now, if you look at an auction, and there are two completely different prices on the page as given in the below image, you can dictate how consumers feel about this price point by the way you write this ad.

page-example-with-two-different-prices

So right now we have $119 and $199. These prices are so different it's hard for consumers to know what the actual price point is. So if you walked into this auction, and you say it's $189. So the price has become $119, $189, $199.

Here,

  • $189 and $199 validate each other.

  • $119 looks like some cheap knockoff.

  • $189 is a little bit cheaper; often it'll get the better CTR.

Now, if instead, you said it's a $129 product, so the ads are $119, $129, $199 as given below.

page-example-2-with-three-different-pricesWell now $199s are super expensive, $119's a little cheaper than $129, but those two numbers validate each other, $119 ends up with the better CTR. So if you'd had left your price at $129 instead of $189 you'd have lost 60 dollars a conversion.

So it's not that you want to be the cheapest on the page. What you want to do is validate the most expensive ad on the page or something more in line with how you want the pricing to look.

The issue with Google is, every time you hit edit on an ad copy, and change anything, a price, a call to action, a source code off of a destination URL, anything about the ad, you turn it and hit save. In Google's mind, you did not edit an ad copy, but you deleted one and created two.

When you create a new ad, it may go live on Google right away. It will not go live on the search partners or display network until it's approved. So if you change your ads every couple of days, your ads will never get excellent exposure.

Discount Ranges

If you do want to play with numbers, but don't want to edit your ads all the time, use discounts or discount ranges instead.

discount-ranges-in-two-adsWith these two ads, there is already a winner for the majority of the time.

  • The first ad copy is 25 to 60% off.

  • The second ad is 25% off.

60% is much higher than 25; the first ad will probably do better.

It might be you only have one item at 60% off; everything else is 25. It doesn't matter. The first one will generally get the better CTR because it's more beneficial to the customer.

Discounts often increase conversion rates. If you're selling stuff at a premium, consumers like discounts, then it works.

However, just because they increase conversion rates doesn't mean you should use a cut. There's a little more math you should be doing with discounts to make sure it's beneficial for you to sell at a percentage off as opposed to just selling at regular price.

Let us now look at the discount charts which is a simple chart that shows as our discount goes up; our conversion rate goes up, our sales go up, but does our profit also increase.

Discounts Chart

So in the example given below, if we offer no discount, we make $900 profit. If we offer a 10% discount, our conversation rate doesn't change that much.

discounts-chart-that-shows-discount-and-conversion-rateSo all that happens is our profit goes down. Often with discounts, your average order value also goes up. So this is where you need to not look at just how much did you make on a sale, and your conversion rates and see if your profit's higher. You also need to take into an account average order value.

In this example, if we look at offer B, we offer 10% off on that one. Our commercial rate goes up just a little bit, so our profit's higher than A, we'll make 818 versus that 750, still below our baseline of what we would make without any discount.

By the time we get to 20% off, there's enough increase in conversion rate that we get enough more sales. We are making more profit than our baseline.

So with discounts do a simple chart like this. Look to see how your spends change, your conversion rate changes, if your average order value also changes, and then look at your profit metrics.

Sometimes are adding a discount, much more profitable, even at 10% or 5% off. There are other times that you're better off not offering a discount at all. So do a little more math when offering discounts.

Let us now understand Calls to Action.

Calls to Action

When your focus is conversions, your call to action is really important. What do you want someone to do after the click? You put it in your ad copy; you echo it on your landing page, it often increases conversion rates. Because if someone doesn't want to do that action, they're not going to click on your ad.

However, most calls to action are boring. Say for example ‘Call for an appointment today, contact us 24/7 for your appointment, schedule a visit’. If you say ‘subscribe to our newsletter, versus sign up for powerful marketing tips, receive your free secrets today.’

Now you're giving someone an incentive beyond sign up for something, to why they should sign up with a benefit message. So if you have a call to action, see if you can combine it with a benefit message when writing your ad copies.

The reason we search is we want to learn the answer to a question, which is a piece of information. So just looking to see, what does better, an informational ad versus a heavy call to action ad? Let us understand this with the example given below.

call-to-action-in-ad-copiesBluetooth Headset Sale

Notice top ad copy, Bluetooth Headset Sale. Easily discover what headsets are compatible with your phone. If someone has done any amount of research about Bluetooth headsets, they know there's not a compatibility issue. This site will not do very well.

However, if they're at the very beginning part of the buying cycle and they search for Bluetooth headsets or how to buy a Bluetooth headset, it's a decent ad copy.

Lose weight today

Later on, in the buying cycle, it's a weak ad copy. How do you buy exercise equipment? Usually, people buy it month one, month two they might use it, month three it's in the garage, month four it's for sale on eBay.

So Justin Abbott says, learn two facts that will keep you using our treadmills. Break the cycle of selling this stuff off, and here's why you're going to keep using it after month three when it's generally in the garage.

Chicago Real Estate

Third ad copy, Chicago Real Estate. Moving to Chicago easily compare neighborhoods. In many cities, real estate agents cannot legally compare neighborhoods.

If you were an MLS database lookup site, and you weren't an agent, you can compare neighborhoods, if you have access to information others don't. That's excellent benefits to put in ad copy.

The overall rule of local is, the more someone knows about an area, the more specific your ad should be. The less they know, the more reassuring your ad should be, you can help them out.

Let us look at some more ad copies.

Wicker Park Real Estate

So this ad copy with Wicker Park Real Estate, Northern Chicago Specialists, Find Your Dream Condo.

If someone has just searched for Chicago real estate, or how to move to Chicago, it's a bad ad copy. It calls out Wicker Park, which is a neighborhood. It calls out it's northern Chicago, not a good ad copy.

If the search query was Rogers Park Real Estate, Wicker Park Real Estate, Gold Coast Real Estate, which are all neighborhoods of Chicago. It is a good ad copy; it's meeting someone further in the buying cycle because they know enough to know what Wicker Park is. They're just moving there; it's a weak ad copy.

Downtown Chicago Hotel

So the second one saying Downtown Chicago Hotel Located in the Shopping District, Easy access to All of Downtown! That's an excellent non-local ad copy.

Non-locals want to know, are you by shopping, the amusement park, Navy Pier? Locals don't want to know that. Shopping District in Chicago's huge. They want to know Michigan Avenue or Rush Street.

Chicago Bluetooth Headset

The third ad copy saying Chicago Bluetooth Headset, Touch the headsets before you buy, Located in the Water Tower.

Unless you're a Chicago resident or visited the city several times, you have no idea what the Water Tower is. It's a landmark in the city. Locals know where it is. So, it's a good ad copy.

Tell someone exactly where you're located. Lousy ad copy for a non-local.

So when writing local ads also think not just how much do they know. But where are they in the buying cycle, because that does change how much they know as well. And the way to look at where they are on the buying cycle is by their keyword intent and what query did they do.

Questions

To learn the answer to a question Why does someone search? When you're ad copy echoes their question, people think ‘that looks great, you understand what I'm looking for.’ You don't need to add the entire statements to your ad copy.

The act of adding a question mark puts the understood, are you, in front of the line. Some questions like ‘So are you visiting Chicago? Are you looking for a new home?, and Do you need a new headset?.’

question-mark-in-front-of-the-line-exampleSo an easy test is one's a question ad, one's an informational ad, completely different types of ads. See what one does better for you.

Display URL

Display URLs, just as important to test as well. Display URL click rate is a component of the quality score. It's not something you can focus on too much but is a component of the quality score. But it tells someone where they're going after the click.

display-url-example-to-know-click-ratePeople like to look at display URLs. If you show someone a display URL of Electronics.com, what does that mean? Nothing. Electronics.com/BluetoothHeadset, now they know the product they're going to on the site.

Often display URLs include product names or service names, sometimes geographies, you can also make other synergies with the ad as well.

The top ad copy – Need a new headset? Compare all Bluetooth Headsets, Electronics.com/Compare. Now you're showing it's a comparison page or slash sales. So good things to do are not just try a product folder or a service type, but also other ad copy synergies.

The way you write your URL is important as well. Google normalizes all the letters in URL to lowercase. So this does not work on Google at present, it does work on many other page search engines.

Also very useful if you are advertising in print or on television, just uppercase the first letter of each word. Because if you don't, and your URL has multiple interpretations, you're leaving that up to the user.

how-you-write-url-exampleThe fact of upper casing the words, of upper casing the first letter of each word removes the interpretation from the user. Are you a sex change site or a commenting exchange site for blogs? Big difference, same letters.

Testimonials

Testimonials and reviews are fantastic. Because a testimonial and a review help shift the consumer's mental state from surfing the web in an isolated state to realizing they're becoming part of a community or buying a product that others have already enjoyed.

Look at some websites below.

testimonials-example-websitesSo users prefer Jawbone three to one, read customer reviews. Read thoughtful headset reviews left by expert and Bluetooth users. See what others have found is the best Bluetooth headsets.

Normally you cannot use absolutes in ad copy, you can't say best unless you have third-party verification.

If you've won a Best of the Forbes Award, your number one on JD Powers rated, you may have access to words in your ad copy others don't. In cases like that, the verification has to be on the landing page.

However, it's a good idea to put your JD Powers number one rated on your landing page, it's a good seal to increase credibility, and it lets you use an absolute in ad copy.

Negative Information

There's a reason when you turn on the news or pick up the newspaper; the headlines are negative. Negative information stops us in our tracks, we look. We don't want to fall victim to something that's commonly known nor Bluetooth.

Let us look at some examples given below with negative headlines.

negative-information-examplesYou think it's safe? Headsets waste money. Don't buy non-compatible headsets. Or don't buy a headset without reading our secret shoppers guide.

These are often affiliate ads. They're not always, but often they are. Negative ads often increase click-through rates. Because they stop people, they want to learn more. They do not always increase conversion rates, so even a negative ad versus a testimonial ad, a good test to run.

Now before you ever run a negative ad, have a corporate branding strategy in mind. If you want to be the family-friendly amusement park, don't run negative ads. Everybody knows someone who won't vote for a politician because of their negative campaign.

These ads will be seen; they will affect your corporate brain perception. So, if you use a third party to run your ads, have an overall policy. Don't run negative ads. We want to be the true family brand, or we don't care if it makes revenue.

So have something in mind for how you feel at negative ads as opposed to your brand perception.

Dynamic Keyword Insertion

Another simple test to run, dynamic keyword insertion versus your static ad, or dynamic keyword insertion and the headline versus dynamic keyword insertion in description line two.

dynamic-keyword-insertion-exampleSo a text ad testing, you're starting first with just completely different types of ideas for your ads.

Rich Media Ad Testing

It's also important to test rich media ads as well.  Just let's remember the most important component to look at with image ads.

Image Ads Need Call to action

When you see image ad without a call to action, it looks like a picture.

What ad looks better, this one, the book design something, if you can read what that particular word is saying, or Share your book with millions of readers, Learn How? etc. It’s a simple ad; we don't read the text in ad copies. Let’s look at some examples for this.

the-book-design-rich-media-ad-exampleQuick and easy to understand

Let us look at some more photos given below.

quick-and-easy-to-understand-ad-photosIf you look at the first image, in fact, if you can read all the text in that ad copy, it's hard to see all the text there. Both these ads are for trucks, just different dealerships.

If you look at the second image, ‘See More Photos,’ is an interesting call to action, a test. Take a free test drive versus see more photos, could be the same image ad, just two different calls to actions.

Commercial versus free

Let us look at some ads given below in the photo.

commercial-versus-free-ads-examplesThe first ad - Up to 70% OFF Top Brands. Of course, there's again, not a call to action. Sierra Trading Post should add one. But it's showing you this is going to be something that is more based around getting your money.

The second ad - Get Your Free Investor Kit. This is useful for display is trying free, free trials, free downloads. Because often on display, someone is not in the buying cycle yet. Therefore, by including something that's free, you introduce them to your buying cycle.

When your goal is sales

If your goal is sales, feel free to be commercial. Just make sure your ad is easy to see and understand. Look at the ads below.

ads-examples-if-your-goal-is-sales

The first ad from Chromebook - Nothing but the Web. That's a Chromebook statement because there are no local programs, Buy Now. Or AMD Hex-Core Configurator, $689 or up, so it does show a higher price point. No, call to action, and it's an ad copy that has a huge contrast on the landing page.

So, in this example, if the second ad, the AMD Hex Core, added an excellent call to action which they don't have now.

Make one ad that has an immaculate layout and background. Another ad with a very busy environment that would stand out on a lot of clean publisher pages because it's address shown, publisher pages.

See what does better, the clean ad copy, or does this blend in too much with clean publisher pages or the one that has a significant background contrast?

Testing

The easy way to get started with image ad testing is to use Google's Display Ad Builder. Choose two or three templates, write your ad copies, do your initial tests with their templates. Then, see what benefit messages, overall templates, color schemes, are working best for you.

Then, take that information and hand it to your designer or hire a designer to make your better image ads based upon the free templates you learned from.

With video ads, you're often not going to create two, three, four videos and upload them.

What you're going to do with video ads is start by making one video and use different opening images. So with a video ad, they don't want autoplay, someone has to click on the video to make it start playing. So take two different images, just like you would an image ad and then, see what gets a better play rate initially.

Naming rich media ads

Now what is useful is the way you name your rich media ads. If you name them, the site name and the theme of the ad copy, those two naming conventions.

naming-rich-media-ads-example-1

naming-rich-media-ads-example-2You can easily run pivot tables and look at the data across all the ads at once. So to see whether there are different sizes that are working. To see if it's different themes that are working. If you use Google's display ad builder, you'll often end up with six different ad copies.

Well really, you're probably not looking at the individual size so much as the theme or template of the ad itself. So if you make two different display ad builder ads, each with six ad copies, just name the themes independently, then you can see how the theme itself is doing regardless of the published size.

There are so many things you can test. You can test shipping methods. This is often useful near holiday seasons. Christmas time we can get your product there by December 24th. Now be careful, it's common for them to say get your product there by December 24th. But what if you're flying out on the 22nd?

So even telling someone we can get your product there by the 22nd means it's there before they fly. If they're flying on the 22nd instead of the 24th, then that wasn't useful. So it's another a good one to test even at shopping season. We didn't even talk about benefits, value propositions, products, and features.

So if you are testing a lot of ads in the learning phase, do a lot of combo testing of features and benefits. If you're testing on the shopping phase, try different features. Say you have a 30 day guaranteed refund policy. Try that out in ad copy.

You often see symbols in ads. If you have a registered symbol trademark copyright, then try them out in ads with ad copy testing. You get to walk away from the numbers. You get to use the other side of your brain for awhile. Be creative.

Testing Test Ads

The first step to test ads is to go to your ad group, write two ads, hit Save and wait to get enough data. In can be explained in the given below image.

testing-test-ads-steps-with-exampleIf you're testing image or video ads, go to your Ad Group, upload your Image Ads. Wait. If you're using Display Ad Builder, what you'll see is, the actual size, and in fact, there are six sizes here. So Display Ad Builder looks a little different.

testing-video-ads-steps-with-exampleYou know how it looks, but you can always click and preview the ad copy. So collect enough information so that you run an Ad Copy report. Click on the Customize Columns button, choose your major metrics conversion, conversion rate, cost per conversion, and so forth. Then you'll get the Ad Copy report.

So then you can look to see how is everything doing and what is the best ad for you.

Split Testing Ad Copy - Measuring Results

Given below is some actual data from a test and what you see when you look at this data is there's no automatic best. There's best based upon what you're trying to accomplish.

split-testing-ad-copy-measuring-resultsThe reason Ad Copy 1 has so much more data is it's the baseline test. So it has a lot more base data. But if you want the highest click-through rate, your Ad Copy 6 is your best ad.

If you want the highest conversion rate, that's a different ad copy. If you want the lowest cost per conversion, that's a different ad copy. There is no best. There's best for what you want to accomplish. That's what's important to look at.

If you look at these ads, this is an actual test, the cost per conversions range from $9.19 to $20.38. That's a really big difference. The conversion rates range from 5.69 to 13.22. So often you first start testing, you'll see some dramatic differences.

Now in this particular example, let's say conversion rate was our number one item. We have a good lifetime visitor value program, and we want the newest customers possible. So we keep Ad Copy 7 which is our best conversion rate.

We don't throw out the rest of this data, and we make a new test based on this information.

So if we have a good lifetime visitor value program a nice retention method, we want the most conversions possible. But then we want to increase our CTR, that's quite another important item to us. So Ad Copy 7 has a 4.96% CTR. The next best is 3.1. So it has much, much better click-through rate.

So let's take an element of Ad Copy 6. Let's take an element of Ad Copy 7. Let's combine them. Let's see if we can keep Ad Copy 7 conversion rate while increasing the CTR from whatever we use in Ad Copy 6. Make a new ad. Delete the losers now. And now run another test.

So you're not going just to throw away data. Look at the outliers of information when you learn stuff. In this particular instance, Ad Copy 6 has a good click to rate but terrible conversion rate.

So that's where we might also look at why was it such a bad conversion rate, and make sure if that's some statement that we were using, it's not on our landing page.

Because if it lowered conversion that much and it's on our landing page, we might want to remove it from our landing page too. So again, don't just look at your ad copy information from an ad copy standpoint. These are messages for consumers. That's what's important to look at.

Now, in this case, was the fact that the ad copies promised something free. The landing page, step one was free, step two is paid. So it was an improper expectation from the consumer.

In this example, Ad Copy 8 told consumers it was both a free and a paid option. Hence what consumers realized, they were going to pay money to click on it, lower CTR, better conversion rates. So ads do set serious expectations for landing pages.

So keep your best, learn from outliers, make a new task, hit save, wait again, and then you're continuously doing ad count testing.

In the next section, we will look at how to use Analytics for Engagement Metrics.

Use Analytics for Engagement Metrics

Let's say though that our goal wasn't just clean metrics, it wasn't conversion rate and not even click through rate. We want people to be on our site for a long period; our goal is we're launching a new product and we want engagement with the site, in this case, this is Google Analytics, so the ads are in there.

But, analytics programs you can read your ad copies in your analytics when you combine them properly and then look at your ad content and then tie them on site. Let us look at the image given below.

use-of-analytics-for-engagement-metricsHere, you're going to pick the ads with the higher time on site, then delete your losers. So even if your goals are engagement, pages per visit, time on site, you can get that information from analytics to determine your winners.

Page Rate Optimization

If your goal is people watching your video and you want to see who's watching most of our video because again we're launching the product. We want people to see this video; they're not going to buy necessities in our store in our site.

If you're a cell phone provider, your Sprint or T-Mobile or Verizon, you want to see the ads. They're going to walk into your store to finally convert in many cases to know is, who's playing the video for at least 50% or 75%. That’s a better opening image for that play length in the dimensions tab in AdWords.

Now examine one scenario shown in given below image.

page-rate-optimization-exampleUnder the free clicks report, you can see your video play rates by ad copies as well. This is the most important thing to take away; ad copy testing is easy. You write a couple of ads in your account, that's not too hard, five, ten minutes per ad group. You hit save; you wait, a wait is pretty simple, then you go and run a report.

That takes about one minute; you look at the data, that takes a couple more minutes. You save your winners; you look at the outlier, you make a new ad, you delete the rest, hit save, repeat, it's simple. When you start seeing dramatic results, you're going to be very happy with that copy testing.

If you're not the creative person though, but you think to yourself that you can run ANOVA, and can Excel math, but not a good writer. In a case like that, get someone else involved in your company, do a company contest.

Whoever writes the best ad copy for us, best, of course, is based upon your goals, whoever writes the best ad copy gets next Friday afternoon off. As we all know, no one works Friday afternoons anyway, so all of a sudden, you get more people thinking about your company without really losing time with your workers.

There are examples where companies win contests, and they found some new hire who wasn't even in the marketing department was a great writer overall and did fantastic at copywriting.

They moved them to the marketing department, so if you're not the creative one, get someone else to write ads for you. But you need to do ad copy testing, it, it is essential.

Summary

To summarize what we covered in this lesson:

  • Start first by thinking about the messages you want to test and choose a couple of those ideas

  • Write some ads in your ad group. When you first start, choose completely different messages.

  • Wait until you have enough data and you are confident in the information.

  • Run an ad copy report, choose the winner based upon your goals and delete your users.

  • Write a new ad or ads based upon what you've learned from the outliers.

  • Collect the data, run the report, choose the winner, look at the outliers, repeat.

Conclusion

This concludes the lesson on Ad copy testing. In the next topic of this PPC Advertising tutorial, we will go through Account Settings and UI Walkthrough.

Find our Advanced Pay Per Click (PPC) Certification Program Online Classroom training classes in top cities:


Name Date Place
Advanced Pay Per Click (PPC) Certification Program 25 Aug -9 Sep 2018, Weekend batch Your City View Details
Advanced Pay Per Click (PPC) Certification Program 29 Sep -14 Oct 2018, Weekend batch Your City View Details
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  • PMP, PMI, PMBOK, CAPM, PgMP, PfMP, ACP, PBA, RMP, SP, and OPM3 are registered marks of the Project Management Institute, Inc.

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