In a recent thread on Reddit, a user asked how to pick the best PPC ad from an ad copy test. The user mentioned two ads, one that had 6 conversions and another that had 4. They asked which ad they should roll out with.
If you’ve read my blog for any length of time, I hope your answer would be “none of them.” Ads with single-digit conversions usually do not have enough data to determine a true winner.
Most of the commenters pointed this out, but there were enough responses suggesting that the user guess at a winner that I decided I need to write yet another post on ad copy testing. Here’s a guide for how to pick the best PPC ad.
Ad Testing Overview
About a year ago, I wrote a comprehensive post on ad copy testing. This should be your starting point for setting up and evaluating PPC ad copy tests.
Give It Enough Time
Tempting as it may be to decide on a winning ad early on, it’s a mistake. Even very high volume accounts should accumulate at least a week’s worth of data before deciding on a winner. And definitely don’t declare a winner because one ad had 6 conversions and the other had 4. While PPC provides a lot of immediate data, ad testing is too important to let a few days determine your results.
There are so many things you can test in PPC: titles, descriptions, calls to action, display URLs, landing pages….. it’s tempting to test a whole bunch of them at once. Resist the temptation. Just because you can test something doesn’t mean you should.
Don’t Run Too Many Ads at Once
I see this with nearly every account we inherit: ad groups with as many as 10-12 ad variations running at the same time. Rarely does that make sense, even in large, high volume accounts. It just takes too long to determine a winner – and meanwhile, you’re spending money on losing ads. Too many ads can definitely ruin ad copy testing.
Use My Ultimate Cheat Sheet
My Ultimate Cheat Sheet on PPC Ad Copy is a handy reference when setting up PPC ad copy tests. Use it to make sure you’re setting up quality tests.
Read The AdAlysis Blog
I’ve made no secret of my love for the AdAlysis tool. It’s saved me countless hours in evaluating ad copy tests. The AdAlysis blog is a treasure trove of articles on smart ad copy testing. Give it a read and subscribe today.
What are your favorite tips for choosing winning ads? Share in the comments!