How to Test Pay Per Click (PPC) Ad Copy
2009 was a very rough and tough time for a lot of companies due to the drastic fall down of the economy then affecting the way consumers shop online. Every companies and retailers took actionable measures like auditing and scrutinizing their marketing initiatives to be able to maximize their bottom line as their response to the said economic depression. Furthermore, main areas like PPC or the Pay per Click advertising was needed to be given more focus by a lot of companies. And if you happen to be having a “make it then forget it” kind of relationship with your Pay per Click (PPC) account, you better change that status now. There is also a struggle for the majority of retailers in achieving positive ROI or Return of Investment due to their unsuccessful plan and non-measurable goals to follow.
Affecting the general paid search performance are various elements. And Ad copy is one of these various elements. It can be noticed that one of the reasons why a campaign makes it or not is trying various types of ads.
What to Test and How to Test:
There are lots of elements available for use when one is conducting a test in Ad copy. As a common knowledge for most of us that ads that consist of title, display URL, destination URL and description are considered to be a well contracted Ad copy for these elements are known very necessary. The focus of this article will be the Ad copy title. Being the “front face” of your ad, the title is very essential for it is the first thing web surfers notice and see. Trying out different versions of your title is essential as well as not forgetting to place the keyword you are aiming for in it. For example, think that you are selling home electronics and try these following scenarios:
Test1: KeyWord Home Electronics:
To be able to see the exact keyword a visitor has typed in through the search engines, using the KeyWord command is effective. Search engines will just show a default text (“Home Electronics” in this case) if the user typed in and used search terms that are too long. This is actually a very good opportunity to generate or produce relative titles to the end user which will lead to CTR or Clickthrough rate’s increase and higher conversion too.
Test2: Home Electronics:
Putting the most searched term and highly profitable keyword in your title are tired. Being different to Test1, Test2, this test, possesses the main keyword in the title giving a whole idea of what you can give to the user.