Advanced A/B Testing Strategies for PPC Campaigns

Setting Up an A/B Test

A/B testing for PPC campaigns requires strategic planning:

Set Goals

You cannot run a test without knowing what you want to achieve. Are you looking to improve click through rates or conversion rates? Do you want to improve advert engagement? Having set goals in place can guide the testing process, while helping you measure the success of your PPC campaign accurately.

What to Test

With your goals in place and two copies of an advert, you can set up your A/B testing. You can test numerous elements, but we recommend testing them separately to avoid confusing results. The most common elements to test include:

• Headlines to identify which one grabs your audiences attention
• Ad copy to determine which advert resonates with your target audience
• Images to see what image gains the most engagement
• Call to action (CTA) buttons to see which one drives the most clicks

Create Variations

You will want to create two variations of each of the above, so you can test them accurately. The differences should be clear enough to impact user behaviour. 

Test Duration

In order to achieve accurate A/B testing results for your PPC campaign, you are going to want to ensure you run the test for a period of time, giving it time to reach a substantial audience. When you end the test too early, it can result in misleading outcomes. We recommend running the test for a minimum of two weeks, giving it time to gather enough data to help you adjust your campaign effectively. 

Analyse the Results

Now comes the fun part, where you find out which advert copy is performing the best. 

Test Results

The results provided should include key metrics that align with your goals. The most common key metrics in PPC campaigns include:

• Click through rates
• Conversion rates
• Cost per click
• Return on advert spending

Statistical Significance

Don't simply go on the results you receive, you want to ensure the results are reliable. At Genie Crawl we recommend using a statistical software to identify the significance levels. Ninety five percent confidence level is enough to show that the A/B testing is reliable and you can use the valuable insights provided.

Ongoing Optimisation

A/B testing is not a one time thing, it's an ongoing process. As you gain new insights, you can continue to refine your ads for the best results. Keep an eye out for new elements to test, ensuring your campaign remains effective. 

Conclusion

Successful PPC campaigns use A/B testing to ensure advert performance, enabling businesses to constantly adapt their adverts, ensuring their ads resonate with their audience. Genie Crawl is rated the Number 1 Google Ads and SEO agency. Get in touch with us today and see how we can help you with your PPC campaign.