Pay-per-click (PPC) advertising avenues can be precarious creatures. Obviously, you want to employ the best tactics to reap the highest ROI possible. But how do you know what will convert clicks into sales, and what will just be a waste of your marketing budget?
Well, much of it comes down to trial and error. Every industry is different, and every business niche attracts a separate set of customers. As such, one of the keys to a successful AdWords campaign is A/B testing. Engaging in this will help you determine what works best for you, and allow you to eliminate low-performing variations of your PPC ad.
To lend you a hand, we’ve compiled a list of top A/B testing ideas to deploy in your AdWords copy.
1. Different representations of numerical values.
It’s no surprise that digital users are adept at scanning information as they quickly scroll through chunks of text. As such, they tend to absorb and recall numbers easier than strings of words. Placing numbers in your AdWords copy is an effective way to slice through the noise and pique attention. However, finding the best way to format your numerical values can be tricky. Something as simple as writing numerical abbreviations versus full numerical values can sway audiences in one direction or the other. In this case, you can try A/B testing methods that compare how long form numbers (e.g. 12,000,000) perform as opposed to short form numbers (e.g. 12M).
2. How you format your promotional language.
Similarly, the way you approach your promotional language can significantly shift the way users respond to your ad. Here, you can test out a number of ways to deliver your promotions:
- Percentage signs (e.g. “50% discount”)
- Fully-written (e.g. “half-price”)
- Currency amounts (e.g. “save $100”)
3. Dynamic keyword insertion.
There is an ongoing debate surrounding well-written content versus dynamic keyword insertion (DKI) when it comes to AdWords copy. While in a dream world you would neatly merge compelling copy with with DKI, often you will have to make a bit of a compromise in order to package the two together. Even if you’ve decided to implement one of these strategies and it seems to be performing well, it’s worth testing out the other to draw a comparison and ensure you are indeed employing best tactics.
4. The first word in your call-to-action.
Ah, the beloved call-to-action. Marketers spend hours stewing over the perfect combination of words to drive an audience to click on your ad, often playing with different concoctions and tossing up several variations. However, one of the most important aspects of your call-to-action is your first word. Here, it’s recommended that you test out different verbs – “browse” versus “search”; “buy” versus “save”, etc.
5. Where you place your call-to-action.
While on the topic of call-to-actions, another aspect that can determine the success of your ad is the placement of your CTA. This largely depends on your business category and which stage of the purchasing process your potential customer is up to. Herein, a multivariate test is ideal – in other words, a testing technique where multiple variables are modified to determine which combination brings the optimal results. Try placing your CTA in the Headline 2 in one version, then at the end of your description in another.
6. Variations of benefit-based descriptions.
The foundation of successful marketing is supported by one major pillar: demonstrating how your business can benefit consumers. Often, there will be multiple ways your products or services can make life that little bit easier for consumers, which is why it’s worth testing which benefits tend to attract more conversions. Channel your audience’s emotions and assess what kind of benefit-based language they respond most positively to.
At the end of the day, AdWords is an intricate marketing strategy that requires ongoing monitoring, modifying and testing. Each time you uncover a winning method, it’s important you implement that ad variation as soon as possible to cash in on that improvement. The more you can filter out low-performing ad copy and seize high-performing versions, the better your chances of growing your PPC sales funnel.