The biggest mistakes PPC managers make is not successfully testing out their ads. This is an integral part of any ad campaign. Too many people think that just picking out the right keywords is all it takes to make a great ad campaign, but I beg to differ. The only way to improve your ads and ensure that you’re getting the best out of your campaigns is to test them out. Here are a few of the biggest mistakes you should avoid making for your PPC ads:
How to Put Your PPC Ads to the Test
Now, that you know the common mistakes PPC managers make, it’s time to learn how to do things the right way. The approach you should use with your ad’s headlines is DKI, or Dynamic Keyword Insertion. You can do this during the first few rounds of testing for your ads. Don’t be fooled by some who say that your headline is what matters most, in fact your content is what helps you to sell yourself even better. Try different test offers, value propositions and calls to action — anything that answers the most important question a user has — “why buy from your site?”
With DKI, you will match your headlines with the queries inserted by searchers. So if someone is looking around for “wireless head set” or “cordless headset”, and you have ads for “wireless headsets”, your ad will adjust itself accordingly for increased relevance (the keyword must be in your Ad Group and it has to fit your headline). Now, if someone were to type in “I’m searching for popular wireless head sets”, which is a long tail term, the term “wireless head sets” will be displayed in your headline as long as it is broad or phrase matched.
Now, the first thing you will need to do during the first round is to create two to four different versions of one of your ads and then run them against each other. Make sure you use DKI for their headlines. For the content in the ads, ensure that it is your best and offers a unique value proposition — the top line can be your testing line and the second can be where the proposition is placed. The first line of your ad should make it stand out and bring the reader in. This can be a low price offer — whatever will improve your CTR. You can test out prices and then no-price ads to see which work better.
Then for the Display URL, you can also use DKI, but it isn’t mandatory. Some people place it at the end of the URL to help boost the relevancy of their keywords. There are some who even argue that the length of the URL has an impact on the CTR (shorter brings in more click through rates), but you can test this out yourself. Leave this for round two or three if you already have different variables in your test run (having too many variables will make it difficult to know why your ad is performing negatively or positively).
Once you have tested them out for however long, you will need to begin eliminating the losers. You can then replace them with new ads to replace them and test. Remember, once you delete an ad, it’s gone for good. Before moving on to each round, make sure you know which ads are performing the best. Keep re-trying different variations until you find winner(s).
Before you go, Here are some key points to keep in mind throughout the testing of your ads: