Ad Copy Testing - The Right Way

Too many of my clients come to me with only one ad running in their ad groups. Google provides you with such an easy-to-use benefit testing, why not use it? It's such an easy way to find out which of your company specific benefits are the most attractive to users, as compared to asking them (users lie!) with lengthy surveys (which only a few users will fill out.)

Here's how you set up a basic test:

1. Take your ad, copy and paste it twice.
2. Change one element in each of the new copied ads.
3. ONLY change one element. If you change the headline, the display URL, and a description line, you'll never know what worked!
4. Set your campaign settings to rotate (only available in Adwords...)
5. Wait a while!

Some say that quality score of older ads will affect this test's validity. If you are worried about that, copy your current ad again, and pause the ad that has history. If you are constantly rotating ads, quality score should not affect the test very much.

What should you change in your ad?

One of the simplest ways to get ideas of what to advertise is to look at your competitors. If everyone is advertising 50% off and you're advertising 30% off, don't be surprised if your CTR suffers. Try to stand out or at least keep up with what everyone else is doing.

Tricks to Win More Google Ad Real Estate:

1. Use Google Checkout. The Google Checkout logo instantly makes any ad stand out. They are also now beta testing including promotional text on the Google Checkout graphic like "Free Shipping" and "$30 Off." Maybe something we'll see in the future for everyone?
2. Submit your products to Google Base. There was a private beta released recently to include a line of text under an advertiser's ad that states "clear here to view more products."
3. Target geographically. If you are targeting on the City or State level, your ads will include the state underneath it.