Split Test your Google Ads
Google have built-in an incredibly powerful capability to split test your ads. This means that when you create multiple ads for an Ad Group, Google will display them alternately, and track which one gets the best response rate (measured in click-throughs).
This is important for two reasons. Because of the Quality Score calculation, you pay less for ads with a higher click-through-rate, and secondly, a higher CTR usually means more visitors to your site (and more opportunities to sell).
How to use it:
At the ‘Ad Group’ view level, you’ll see a “New Text Ad” link next to the display of your existing ad. Click this button, and ‘presto’, you’ll have the fields to complete to create a new ad.
Once you’ve had multiple ads for a period of time, you can scroll to the bottom of the Ad Group page to see the CTR, and CPC for each ad. It’ll also show you the percentage of time that these ads were show. All of this data is for the time period you have selected in the drop-down box above the clicks stats columns. Beware of jumping to hasty decisions – unless you’re getting thousands of visits per day. You probably want to let each ad version run for a week or more before deciding to delete the loser, and make a new competitor.
