Does our marketing work? Are our advertising efforts and budget being put to good use? Can we scientifically measure advertising success?
These are questions those of us in management positions need to be asking – and answering – if we want to see increased revenue and profitability.
In our world of increasing online purchases and transactions, the good news is that we can objectively and quantifiably measure digital marketing efforts with a simple formula, by split testing or A/B testing Google Ads.
A/B Testing Google Ads For Proof
Google’s Ad Variations allows for multiple ways to implement tests. First, filter ads based on specific components like headline, description, headline and description, or path. Combine this filter with the modifier filter (contains, equals, starts with, etc.) and then the creative part begins.
To use the find and replace function, choose a word or phrase from the original text ad and swap it out with another. “Baton Rouge” becomes “Louisiana”.
The update ad variant lets you swap out every headline, for example instead of specific words or phrases alone. In this scenario the descriptions and paths in your original ads remain the same.
Perhaps the most generic type is the swap headlines variation. Flip headlines 1 and 2 for a quick change.
Now name your variations and keep an eye on the same KPIs as above, and get creative.
Making PPC Marketing Worth It
Pay-per-click (PPC) marketing only makes sense if the money from the click results in higher sales than the cost we pay for the click. A/B testing not only helps us hone and perfect our advertising, but it also renders PPC marketing far more effective. Jamie Smith, of Search Engine Watch, notes that when we increase our CTR, “[our] Quality Score will go up, [and our] cost-per-click will go down.”
In other words, we will get more traffic, achieve higher CTR and conversion rates, and pay less per click. That’s a winning formula for any business with an online presence.
Thrive Internet Marketing Agency can show you how to track, decipher, and optimize your Google Ads tests and results. A solid track record of helping companies grow their online business is just another reason why you need to contact us at Thrive today.
