To focus on aesthetics, you can test button colors and styles, home pag malta mobile database e color themes, and a variety of other creative elements of your website.
Careful design and selection of elements for split A/B testing will allow you to focus on areas with the greatest potential for positive impacts on the overall performance of your PPC campaign .
Various experimental testing tools that will make
your experiments much easier are included in all major a johnny zhong director sales and marketing dvertising platforms, including Google Ads, Microsoft Advertising, and LinkedIn Ads.
As an example, we’ll show you how to split test two different landing pages in a Google Ads campaign.
Step 1: On the Campaigns tab , open the Experim
ents section and chec thailand data k if any experiments have already been run in your account and what their results are.
To be sure, double-check that any experiments are still
secretly running in the background.
Step 2: Proceed to Ad Variants and select ‘+’.
You will be presented with a number of other trial testing op
tions, including Performance Max or Video, if you would like to test them as well.
Step 3: Select the campaigns you want to include in the spli
t testing. You can select just a few or apply the test across all campaigns in your account.
Another filter allows you to target the experiment only to sele
cted ads, and without it, you can also test all allowed
ads in selected campaigns.
Step 4: Define the specific type of ad to test and the change you plan to make.
In this case study, you’re looking to find all the targe
t URLs on a website and replace them with a new one.
Step 5: Finally, you set up additional details for the experiment, such as its duration and traffic split ratio.
If you’re testing on platforms other than Google Ads, you’ll encounter a slightly different Experiments environment and design , but the steps above remain the same.
A few tips for successful test division:
- Name the experiment according to the criteria being assessed. This will make it easy to know what the specific test was about just by reading its title.
- Monitor your campaign performance closely. If you find that testing is having a significant negative impact on your account, consider pausing it until you can identify the cause of the outage.
- Be patient. Evaluate your experiments only after you have collected enough traffic and relevant performance data. For campaigns with low traffic volume, testing can take significantly longer.
Split testing evaluation
After the experiment period ends and the insight
s gained are analyzed, it is up to you whether you decide to keep the original version of the element or apply the tested change to the camp
aign.
Advertising platform tools will provide you with d
ata to help you see whether the experiment produced the expected results and what the differences were between the two variants.
The most important criterion, however, is whether y
ou are satisfied with the test. If you feel that the changes still need tweaking, go back to the planning phase and try another test.
You may also see that, instead of the expected result
s, you are not able to collect enough data to make a de
cision. To get data, try extending the test period or removing any restrictions you have set, such as applying the test to only some ads in your campaign.
Split testing in PPC is a perfect tactic to improve campaign performance and test your new intentions,