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Testing your ad copy


From:

Pay-Per-Click Fundamentals

with Elizabeth Marsten

Video: Testing your ad copy

As with any marketing effort, a certain amount of testing is necessary to determine what messaging, action words, benefits or features are the best to represent your business to new customers. Ad copy is not only the first glimpse of that messaging to searchers, but also one of the most easiest and most successful way to test out your marketing efforts. In AdWords, if you want to start an AB or split test with two or more ads, you'll need to go into your campaign settings tab and under the ad delivery section, select the radio button for rotate indefinitely or rotate evenly to have the ad text be shown in rotation for at least the next 90 days.
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  1. 1m 14s
    1. Welcome
      1m 14s
  2. 10m 9s
    1. What is pay-per-click (PPC) marketing?
      2m 2s
    2. Understanding PPC's role in your marketing mix
      2m 12s
    3. Pros and cons of PPC
      2m 30s
    4. Things to know before you get started
      3m 25s
  3. 14m 10s
    1. Creating a Google AdWords account
      5m 56s
    2. Creating a Bing Ads account
      6m 13s
    3. Setting up your account structure
      2m 1s
  4. 19m 32s
    1. Setting up campaigns in your new account
      6m 38s
    2. Choosing geographic targets and location-based settings
      4m 56s
    3. Setting daily and monthly campaign budgets
      3m 52s
    4. Creating ad groups without going overboard
      4m 6s
  5. 18m 32s
    1. Researching keywords
      5m 5s
    2. Selecting keywords
      5m 2s
    3. Selecting the match types for your keywords
      5m 4s
    4. Selecting negative keywords
      3m 21s
  6. 17m 13s
    1. Understanding what makes a good ad
      6m 31s
    2. Writing compelling ad copy
      4m 35s
    3. Testing your ad copy
      2m 49s
    4. Using dynamic keyword insertion in ad copy
      3m 18s
  7. 11m 41s
    1. What is quality score?
      3m 52s
    2. Using and improving your Google AdWords quality score
      4m 50s
    3. Using and improving your Bing Ads quality score
      2m 59s
  8. 16m 2s
    1. Using Google's Display Network
      7m 58s
    2. Understanding the Google and Bing search partner networks and how they work
      3m 51s
    3. Using the Bing Ads content network
      4m 13s
  9. 26m 43s
    1. Reviewing your metrics
      4m 32s
    2. Interpreting results
      6m 7s
    3. Installing conversion tracking
      8m 46s
    4. Troubleshooting common performance problems
      7m 18s
  10. 13m 14s
    1. Using the AdWords desktop editor
      2m 41s
    2. Using the Bing Ads desktop editor
      3m 9s
    3. Tips and tools for using offline editors
      7m 24s
  11. 1m 12s
    1. Next steps
      1m 12s

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Watch the Online Video Course Pay-Per-Click Fundamentals
2h 29m Beginner Apr 28, 2014

Viewers: in countries Watching now:

Learn how to develop, launch, measure, and optimize winning pay-per-click (PPC) marketing campaigns in this detailed course. Author and search engine marketing expert Elizabeth Marsten shows you the fundamentals of PPC advertising to help you drive targeted traffic to your website. The course begins with an overview of the PPC world, walks you through setting up Google AdWords and Bing accounts, shows how to set campaigns, explores how to craft compelling ad copy, and helps you measure and leverage results. You'll also learn how to use display and partner networks to increase your reach on other popular websites. Dive in and learn how to leverage this crucial, effective marketing channel.

Topics include:
  • What is pay-per-click marking?
  • Understanding the pros and cons of PPC
  • Creating AdWords and Bing accounts
  • Setting up campaigns
  • Setting daily and monthly budgets
  • Researching and selecting keywords
  • Writing ad copy
  • Understanding Quality Score
  • Leveraging display, content, and partner networks
  • Using offline desktop editors
Subject:
Marketing
Software:
Google AdWords Bing Ads
Author:
Elizabeth Marsten

Testing your ad copy

As with any marketing effort, a certain amount of testing is necessary to determine what messaging, action words, benefits or features are the best to represent your business to new customers. Ad copy is not only the first glimpse of that messaging to searchers, but also one of the most easiest and most successful way to test out your marketing efforts. In AdWords, if you want to start an AB or split test with two or more ads, you'll need to go into your campaign settings tab and under the ad delivery section, select the radio button for rotate indefinitely or rotate evenly to have the ad text be shown in rotation for at least the next 90 days.

I realize in this screen shot that Google is saying that it's not recommended for most advertisers and that you not perform as well with this option. You're going to see warnings like this once in a while. Sometimes what is actually in your best interest, as a new advertiser, isn't what Google wants you to do. I choose rotate indefinitely most often. But I don't want you to just take my word for it. Let's break down those ad serving options a little. If you choose rotate indefinitely, AdWords will continue to show your ads evenly, no matter how many there are in the ad groups or how many ad groups are in that campaign until you select a different option.

If you edit an ad, it won't pick up additional impressions in order to catch up with the remaining ads, it will just continue to show on rotation. It's at this point when you evaluate which ad is doing well to review the percentage served column. One of the other options that are available is the default option of optimize for clicks. This will show the ad predicted to get the most clicks, not conversions. This is a very important distinction. If your goal is to drive traffic then this setting will work great for you. If your goal is to test messaging, offers, or garner sales, less so.

The other option, optimize for conversions, can be a great setting, but you need to have AdWords conversion tracking set up and have it running for at least 30 days minimum. Otherwise, AdWords does not have enough data in which to make the best predictions for which ad will perform. Ideally, if you're just starting out, you would run two ads, set on rotate to get the percentages seen here in this percentage column of 50% and 49%. That is a true A/B test. If you're feeling ambitious or have a healthy amount of budget, you can do more than two ads, but I would not recommend trying more than four ads at a time in any given ad test.

So what about Bing Ads? Bing Ads works very similarly to AdWords. There are two options, optimize for clicks, which shows the ad predicted to garner the most clicks and rotate evenly. Which will continue rotating your ads until you choose otherwise. This rotate method is the one that you want to pick if you're doing an A/B test. This is chosen at the ad group level under advanced settings. There are multiple ways to test ad copy itself. Including dynamic keyword insertion, benefits and feature statements, calls to actions, to name a few. Later in this course, we'll cover how to judge performance of ads and how to best choose which ads to continue with in connecting with adserving options like these.

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