Google Ads is one of the most powerful marketing tools on the market, but it can be hard to know what will work best for your business. Learn how to conduct A/B tests in Google ads from this helpful guide.
Thankfully, Google Ads includes an A/B testing function built-in, so you don’t have to guess.
I’ll teach you how to split test your advertisements using two methodologies used by PPC specialists, as well as how to determine when you’ve discovered a great ad.
Log into your Google AdWords account and choose “Campaigns” as your first step. Then you’ll need to select an ad group for one of your campaigns. So I’ll select “White Hat SEO,” and then you should select the “Ads” option. As you can see, I’ve already put up two adverts. So you’ll need at least two advertisements put up to split-test them against each other.
So, in a nutshell, there are four things you may test in an ad. First, there’s your title or headline, as well as the first, second, and third lines, as well as the display URL. And, depending on where your ad is placed, Google will provide you a preview of what this will look like. In general, when split-testing two ad versions, the landing page is the one item you don’t want to modify.
You can have various display URLs. For example, you could put “www” and then have another ad that didn’t, but you’d want them to arrive on the same page, which is crucial since it’s tough to figure out conversions if you have different advertisements going to other sites. It makes no difference in click-through rate, but it makes a significant difference in conversions, which is ultimately what you want to test when split-testing advertising.
So, when it comes to split-testing, you essentially have two options. First, you may split-test two distinct adverts, which I did in this case. Google will display this ad around half of the time and this ad the other half, and I’ll see whether one has a higher click-through rate and a cheaper cost-per-click.
Now, there’s one thing to keep in mind when split-testing two separate advertising: when you initially start split-testing, you want the ads to be as dissimilar as possible. As a result, when you create a new ad, Google will automatically choose one of the advertisements you’ve previously made. And your goal is to alter this as much as possible. This is not the kind of situation where you want to compare one little variable to another since it will take an eternity to figure out which one is the better ad, which is ultimately what you want to discover. So make a new headline, description line one, description line two, and display URL.
When you’re finished, click “Save As.” As you can see, this ad has an entirely different title, a completely different first line, a completely different second line, and a completely different display URL since the first letter of the display URL is capitalized in this one but lower-cased here. If you want to split-test two advertisements against each other, you should follow this strategy.
Another option is to split-test numerous advertisements against one another and assign a different variable to each one. So, for example, you click on “New Ad” as usual, but this time you modify one item. So you create a new title, “Cool SEOK research,” instead of the previous one, and place it as an ad. Then you’d make a new ad and modify it here. So, “How can I get more traffic?”
So you keep tweaking your headlines, first lines, second lines and display URLs until you have a unique headline, first line, second line, and display URL combination for each of your advertising. After then, all you want to do is run them. And you can see which components of the ad are doing well based on the click-through rate, cost-per-conversion, and average cost-per-click, and you can include them in your advertising content for future advertisements or other online or offline advertising.
There’s one more thing to think about, and that’s whether or not your findings are statistically significant. So, let’s assume you had two advertisements running against each other, one with a 10% click-through rate and the other with a 5% click-through rate. You could believe that this one is superior. And that may be the case. First, however, you must ensure that you are obtaining sufficient findings that are meaningful. And to do so, you may utilize splittester.com, a handy little tool.
So all you have to do is go to splittester.com and enter the number of clicks from your first ad and the number of clicks from your second ad. So, clicks, this is right here. So you enter, say, 150 and then 200, and then you give the first ad’s click-through rate. So, the click-through rate has arrived. So, let’s suppose one is 5%, and the other is 10%, and we’ll use the “Calculate” button.
As you can see, we are almost sure that ad number two is superior to ad number one. But if you didn’t have as many clicks to go by or the difference in click-through rate wasn’t as significant as it was in this instance. So then, you may not be as confident, in which case you should extend the test until you have enough clicks to get a statistically significant result.
Finally, you’ll want to start keeping track of the modifications you make, which isn’t as critical if you’re running 15 advertisements against each other since you’ll merely delete 14 of them and determine which one is a winner before creating another. However, if you do numerous split tests with two different advertisements, you may forget what you altered five tests ago and want to include some of those changes into your advertising. So, scroll up and choose “View Change History,” which will show you all of the adjustments you’ve made to that particular ad group.
Now, if you want to keep things organized, click on “Add,” and it will show you all of the modifications you made to “Add.” So, on September 23rd at 7:34 p.m., there was a text ad change, and you can see what that change was by clicking on “Show Details,” where it reads “Display URL Change” from this to that. This is useful if you’ve been split-testing for a while and want to go back and see which components of advertisements have succeeded and which haven’t.
That’s all there is to it regarding split-testing advertising in Google AdWords. As you can see, there are two distinct ways to choose from. You may split-test two significantly different commercials against each other or multiple ads against each other, each somewhat different, and make sure the differences are statistically significant.
Frequently Asked Question
How do I do AB testing on Google Ads?
A: Google Ads allows you to do AB testing. This means that users can add multiple keywords to their accounts and then target the ads accordingly, ensuring that they are not wasting any money on low-performing advertisements.
Related Tags
- google ads test page
- google ads experiments
- google ads testing ideas
- google ads test account
- ad variations – google ads