How to Use A/B Testing for Better PPC Results

How to Use A/B Testing for Better PPC Results

There are numerous steps to follow to use A/B testing effectively for PPC campaigns, this includes:

Identify Your Goals

A/B testing can be used to determine if your PPC campaign aligns with your goals. If your goal is to boost click through rates, you can focus on the headline or image to make it more compelling.

Choose What to Test

You decide what elements of your PPC campaign you want to test. This is elements you believe will influence the success of your campaign. This is an important step and needs to align with your goals. Choosing what to test, means focusing on the following:

• Understand your goals
• Select what elements to test
• Consider headlines to grab attention
• Look at ad copy and visuals to boost engagement
• Focus on your landing page design and call to action for conversions

Create Different Ad Copies

By creating different ad copies, you can create two distinct versions of a particular element you want to evaluate. This steps helps compare performance and identify improvements.

• A – Control – existing version and what you have been using that you will use as a baseline against B variation
• B – Test – this is any changes you think may boost results. This can be a different headline, ad copy, visuals, and more.

Prepare the Test

You will have to use tools and platforms designed for A/B testing, where you can upload  both variations of your advert. This is important to ensure that you receive unbiased and accurate comparisons. This step involves choosing your test platform. A good option is Google Ads that offers A/B functionality. This step also involves dividing your audience between the two variations. If more people see one version than the other, it can confuse the results. Make sure you choose the right geographical location, time of day and other elements to ensure it remains consistent between both groups.

Monitor and Analyse

This is the most important step of A/B testing to improve PPC results. This is where you observe both variations of a similar ad over a period of time. Using Google Analytics is an effective way to track performance, with real time data and insights. Remember A/B testing takes requires a lot of data to provide reliable results. Running the test for a short period may results in inconclusive results. Give enough time to allow your ads to gain enough impressions and interactions to create a valid comparison.

Conclusion

If you are looking to boost your PPC performance, then A/B testing is an excellent opportunity. It enables you to make data driven decisions when optimising your adverts, saving you money in the long run, by only paying for the performing advert that drives success. If you need help with A/B testing for your PPC campaign, website, or app, get in touch with the Genie Crawl team today to find out more.