Fortunately, Google Ads has a built-in A/B testing feature so you don’t need to guess I’ll show you how the two approaches that PPC professionals use to split test their ads, and how to know when you’ve found a winning ad. So basically, there are four things that you can test within an ad. So when you create a new ad, by default Google will give you one of the ads that you’ve already created. And when that’s all set, click on “Save Ad.” And as you can see, this ad is quite a bit different from this one so this has a totally different headline, a totally different first line, a totally different second line, and a different display URL because the first character of the display URL is capitalized in this one and it’s lower-cased here. The other approach you can take is to split-test several ads against one another and put in a different variable for each one. So, for example, you click on “New Ad,” just like normal, and what you do is you change one thing. So let’s say that you had these two ads running against one another and one has a click-through rate of 10%, another one of 5%. So this is right here, clicks. But if you didn’t have as many clicks to go by, or if the click-through rate wasn’t as big of a difference… in this case, it was more than double… you might not be as confident and if that’s the case, you want to run the test for longer, until you get enough clicks to get a statistically significant result. Now if you want to keep things organized, because by default it shows you information about changes that you made to bids and keywords and things like that, you just want to click on “Add” and it will show you all the changes that you made to “Add.” So, for example, on September 23rd at 7:34 there was a text ad change and to see what exactly what that change was you can click on “Show Details” and it says “Display URL Change” from this to that.
Considering that Quality Score is based mostly on your ad’s CTR, it makes sense to figure out which ads tend to perform best.
Fortunately, Google Ads has a built-in A/B testing feature so you don’t need to guess
I’ll show you how the two approaches that PPC professionals use to split test their ads, and how to know when you’ve found a winning ad.
Your first step is to log into your Google AdWords account and click on “Campaigns.” And then you want to choose an ad group under one of your campaigns. So I’m going to choose “White Hat SEO” and then you want to click on the “Ads,” tab. And as you can see, I already have two ads set up. So you want to have at least two ads set up so you can split-test them against one another.
So basically, there are four things that you can test within an ad. There’s your title, or your headline, the first line, the second line, and the display URL. And Google will show you a preview of what this will look like, depending on where your ad is positioned. And in general the one thing that you don’t want to change when you’re split-testing two ad variations is the landing page.
You can have different display URLs, for example, you could put “www” and then have another ad that didn’t have this, but you’d want them to land on the same page, and that’s important, because if you have different ads going to different pages, it’s very difficult to figure out conversions. It doesn’t make a difference for the click-through rate, but it makes a huge difference for conversions, which is ultimately one of the things that you want to be testing when you split-test ads.
So there’s basically two approaches that you can take to split-testing. You can split-test two different ads and that’s what I’ve done here. Half the time, approximately, Google will show this ad and the other half of the time Google will show this ad and then I’ll get to see which one has a better click-through rate and a lower cost-per-click.
Now there’s one important thing to keep in mind when you’re split-testing two different ads and that’s when you’re first starting split-testing you want the ads to be very different. So when you create a new ad, by default Google will give you one of the ads that you’ve already created. And what you want to do is change this as much as possible. This is not where you want to take one small variable like this and test it against one another because then it will take forever to figure out which one is actually the better ad which is ultimately what you want to find. So what you want to do is create a completely different headline, a completely different description line one, a completely different description line two, and a different display URL.
And when that’s all set, click on “Save Ad.” And as you can see, this…