A/B testing is the bedrock of a good PPC campaign. It’s so important that I’ve written about it on this blog 46 times. Just last week, I wrote a review of AdAlysis, an A/B testing and multivariate testing tool. And just 2 years ago, I asked, can too many ads ruin PPC ad copy testing?
Spoiler: The answer is yes. Testing too many ads at once creates a myriad of issues, including taking forever to reach statistical significance in all but the highest-volume PPC accounts.
And yet, in their infinite wisdom, Google is now recommending that advertisers forgo A/B testing, and instead run at least 3 ads per ad group. In fact, Google representative Matt Lawson, in an article for Search Engine Land, this week went so far as to claim that using more than 2 ads per ad group is a “foolproof step to excellent Adwords ads.” In the article, he says, “I think the A/B approach to message testing is becoming outdated.”
I think what he means is: “At Google, we’d really rather decide what ads are performing best for you. We want you to use the ‘optimize’ ad rotation settings and let us choose which ad to serve.”
That’s right. Google is telling us to forget ad copy testing and just let Google pick the winners.
To a novice PPC advertiser, I’m sure this is music to the ears. Small business owners and in-house marketers who are dipping their toes into Adwords management are probably thrilled to hear that they don’t have to worry about A/B testing ad copy. They can just throw a few random ads into their account, and let Google pick the winner.
How many successful business owners do you know who let their vendors tell them what products to stock in their stores? When pharmaceutical companies started paying big bucks to get doctors to prescribe their medication over others, the public lost its collective mind. “How dare they buy off the doctors?” If you walked into a clothing retailer who claims to carry multiple brands, and only found Calvin Klein, wouldn’t you wonder about the store owner’s sanity?
It’s called putting all your eggs in one basket. It’s not smart business. And it’s not smart advertising.
I get it. PPC is complicated. And hiring a professional PPC manager is expensive. That’s why many novice business owners and in-house marketers try to tackle PPC on their own. But it’s too complex. PPC is not something you can DIY. You wouldn’t try to fill a cavity yourself. Or replace the roof on your house. Or do your own business taxes. Or elect a president who stands to personally line his pockets using the office. (Wait, did I say that out loud?). The point is, you shouldn’t try to do PPC alone. Years ago, you could. Today, it’s just too complicated. And Google is out there trying to get you to turn the whole thing over to them.
Don’t fall for it. Hire a professional. Use A/B testing liberally. Make your own business decisions.
Julie Friedman Bacchini wrote a great post breaking down the fallacy of the Google article on SEL – go give it a read. And let me know what you think about the Google article. Do you see any merit in it? Are we really heading toward a world where we just let Google make all the decisions? Share in the comments!