Testing Your Pay per Click (PPC) Ad Copy
2009 was a very rough and tough time for a lot of companies due to the drastic fall down of the economy then affecting the way consumers shop online. Every companies and retailers took actionable measures like auditing and scrutinizing their marketing initiatives to be able to maximize their bottom line as their response to the said economic depression. Also, most of these companies needed to give more focus on main areas such as their PPC or Pay per Click advertising. And if you happen to be having a “make it then forget it” kind of relationship with your Pay per Click (PPC) account, you better change that status now. Majority of these retailers struggle to receive and have positive return of investment or ROI due to their lack of successful plan and also because of having immeasurable goals to follow.
The general and whole paid search performance has a lot of elements affecting it. And a member of these various elements is Ad copy. It is noticeable that trying and examining varied types of ads decide whether a campaign makes it or breaks.
What to Test and How to Test:
In conducting a test in Ad copy, there are lots of elements available for use. As a common knowledge for most of us that ads that consist of title, display URL, destination URL and description are considered to be a well contracted Ad copy for these elements are known very necessary. The focus of this article will be the Ad copy title. The fact that the title of your ad is the first thing web surfers see and notice makes it very important. Do not forget the keyword you are aiming for when you go ahead and try a lot of variations for your title. As an example, below, scenarios you should try will be given presuming that you are selling home electronics.
Test1: KeyWord Home Electronics:
Search engines will be able to show you the exact keyword that was typed by the visitor with the usage of KeyWord command. Search engines will just show a default text (“Home Electronics” in this case) if the user typed in and used search terms that are too long. Generating and producing relative titles to the end users is done greatly through this which then leads to an increase in CTR or Clickthrough rate as well as conversion.
Test2: Home Electronics:
Putting the most searched term and highly profitable keyword in your title are tired. In Test2, it is different from Test1 for the possession of the main keyword in the title gives the user the whole idea of the services you offer.
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