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. Furthermore, main areas like PPC or the Pay per Click advertising was needed to be given more focus by a lot of companies. So if you happen to be in a “make it then forget it” type of relationship with your PPC or Pay per Click account, today is the day that you should change that. There is also a struggle for the majority of retailers in achieving positive ROI or Return of Investment due to their unsuccessful plan and non-measurable goals to follow.
Affecting the general paid search performance are various elements. And Ad copy is one of these various elements. Trying various types of ads is one of the reasons why a campaign makes it or not.
What to Test and How to Test:
There are lots of elements available for use when one is conducting a test in Ad copy. To be able to create a well contracted Ad copy, key elements like title, display URL,destination URL and description should be present in an ad. And for this article, the focus will be on the Ad copy title. The ad’s title is a very important part due to the fact that it is the first thing to be seen by web surfers. Do not forget the keyword you are aiming for when you go ahead and try a lot of variations for your title. For example, think that you are selling home electronics and try these following scenarios:
Test1: KeyWord Home Electronics:
To be able to see the exact keyword a visitor has typed in through the search engines, using the KeyWord command is effective. However, if the user typed in and used search terms that are too long, the default text (“Home Electronics” in this case) will be shown by the search engines. The increase in CTR or Clickthrough rate and maximization of conversion can be made possible to do this because it actually generate or produce very relative titles to the end users.
Test2: Home Electronics:
Just try and add the terms or words that are mostly searched and keywords that are most profitable in your title. The difference between Test1 and Test2 is the latter’s title having the main keyword in it to give a whole idea to the user of the services or products you have.