When used well, Pay-Per-Click (PPC) advertising can yield great results for driving traffic to your site, building brand awareness, and with an effective landing page… sales.
Do you use online advertising like Google AdWords, Yahoo! Search Marketing, Facebook Ads, or any other online advertising platform? If you are, you should be using A/B testing as part of your advertising process. A/B testing also known as split testing is the process of creating multiple copies of the same ad, then making slight changes to see if one variation is more effective than others to get viewers to click the ad. For example, you might change the headline in one variation, or change the ad copy in another.
The beauty of paid advertising is that you can make copies and changes to your ads quickly, which facilitates A/B testing. In this tough economy, businesses are trying to maximize their advertising dollars. Adequately testing online ad effectiveness, ensures the most bang for the buck. For example, when I run Facebook Ads for clients, I start with several variations of the ad, where the only thing I change is the picture. After I find which image is grabbing the most attention, I make copies of that ad to further test changes to the headline and copy.
As the campaign runs, I monitor the performance of each ad, looking carefully at click through rate percentages. These online metrics make it easy to see which ads are performing and which ones should be discontinued. By using A/B testing you are not only improving your ads, traffic to your site, and sales potential, but also wisely managing your advertising budget.
Screen Caffeen specializes in helping small and medium sized businesses increase their online effectiveness. If you need help managing your PPC campaigns. Contact Monique at 650-740-1491.