Do you create multiple ads for each campaign?
It can be as simple as running two ads against each other to find out which creates the greatest number of click-throughs to your PPC landing pages. We have had great success letting ads compete against themselves, and then tossing out the lowest performing ad and creating another to attempt to improve CTR (click through rate).
Coordinating this effort with your Google Analytics can also help you determine not only which ad has the best CTR, but you can also determine which ad produces the highest number of conversion events. A conversion is getting your visitor to take action on the reason why they came to your site in the first place. Conversions can be:
- Making a sale
- Your visitor downloading a white paper in exchange for contact data
- Signing up for your newsletter
- Driving people into your "brick and mortar" store
This form of granular testing with your PPC campaigns can yield great improvements. PPC can be very effective, but it can also be a money hog. Make sure you are getting the best return on investment possible. A/B testing of ads can help.
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