Taking action is fairly simple. Once you have defined:
- Testing hypothesis & test type
- Testing metrics
- Minimum data
- Maximum data
- Confidence factors
Then you can follow a simple flowchart to see if your action is to wait or take action:
Taking action involves:
- Pausing the losing ads
- (optional) Creating new ads to replace the losers
- Examining the ads for further insight
Further insights is a vague notion; however, there is much to be gained by ad testing.
Here are some examples:
- Your hypothesis was that by using a credibility factor in the ad, your CPI would increase. The hypothesis was proved correct, and now you want to test that message on your website
- You tested several calls to action and found one that is doing great. You’re now going to take that information and use it in your emails to test your email calls to action
- You were testing description line 1s to increase CTRs for the organic search team. You found a winner, and now you’re going to test it within your title tags to determine if that will increase your SERP CTR
Ad tests give you an amazing amount of insight about how users interact with your ads. These insights can be used for other parts of your marketing. It is more common to leverage insights from multi-ad group tests than single ad group tests in these ways since multi-ad group tests include a lot more keywords and ad group than single ad group tests do.
The actions themselves are not very difficult. The trick is to first determine your criteria for winning and losing ads so that you know when to take an action.
The overall steps to ad testing are:
- Determine your hypothesis
- Decide the test’s scale & testing type
- If you want to know the best ad for a specific target, use single ad group testing.
- If you want to know the best idea across ad groups, use multi-ad group testing.
- Choose how you will pick winners
- Setup your tests
- Wait for data
- Take action
Once you start testing your ads, you can learn amazing things about how your visitors interact with you creatives and constantly improve your overall PPC performance.
If you want to automate many of these tasks and make ad testing incredibly simple, try Adalysis for free.