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How does A/B testing improve Google Ads campaigns?
By A/B testing Google ads, you can optimise your advert performance, maximising your return on investment.
A/B testing is also known as split testing. It is a method used to compare two versions of your advert. Small changes are carried out, such as descriptions, visuals, and headings, which are analysed to determine which advert version will provide the best results. Results are measured using conversions and click through rates.
A/B testing for your Google Ads provides numerous excellent benefits, enhancing your digital marketing strategy. These benefits include:
You can carry out A/B testing for Google Ads in four simple steps:
Create two or more copies of an advert with different headlines, advert copy, product descriptions, visuals, audience targeting, bid amounts and call to actions (CTAs). Test one advert at a time. Small changes can have a sizeable impact on your adverts success.
Google's recommendation is to give your A/B testing two weeks to start providing you with valuable insights. You can use a bid strategy report to identify how long it takes to convert visitors into paying customers. After two weeks, we recommend running the test for at least one month without interruptions.
Before you run any A/B tests, you must set your success metrics. This can be click through rates, conversions, cost per click, cost per conversion, return on investment, or bounce rates. You will want to record the current metrics before you start the test, enabling to compare the figures and measure your performance.
Google Ads A/B testing has three options. We always recommend using Google Experiments inside your Google Ads dashboard. This allows you to pick up to two goals when measuring, enabling you to measure the success of each of your adverts.
When you analyse any A/B test results, you need to account for any conversion delays. When evaluating your adverts performance, exclude the first two weeks from the results, along with the most recent dates, where less than ninety percent of conversions have been reported. Once these are exclude,d you can compare the performance between the original advert and the advert variation, based on the metrics you selected (CTR, conversion, cost per click, cost per conversion, return on investment, or bounce rates).
A/B testing for Google Ads can improve your results. While you can use third party apps to run A/B testing, we recommend using Google Experiments, along with hiring Genie Crawl to manage and optimise your campaigns, backed by years of experience and knowledge in the industry.
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