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PPC Ad Copy Testing Strategies

Published on: December 7 2022 by Paid Media Pros

PPC Ad Copy Testing Strategies

PPC Ad Copy Testing Strategies

startTime durationTime text
00:00:00 00:00:05 a few weeks ago we released a video
00:00:03 00:00:07 toking about responsive search ads
00:00:05 00:00:09 templates and how you can use them to
00:00:07 00:00:12 test your ad copy messaging for
00:00:09 00:00:14 responsive search ads shortly after I
00:00:12 00:00:16 put out that video I realized that I
00:00:14 00:00:19 really only was toking about how to
00:00:16 00:00:20 craft individual rsas and that we
00:00:19 00:00:24 haven't really toked on this channel
00:00:20 00:00:26 about how to conduct ad copy testing on
00:00:24 00:00:28 the whole so in this video what I want
00:00:26 00:00:30 to tok about are some best practikes
00:00:28 00:00:33 for search ad copy testing tok about
00:00:30 00:00:35 cadences and stats to review so that you
00:00:33 00:00:38 can start to put together a holistik ad
00:00:35 00:00:40 copy testing strategy for your account
00:00:38 00:00:41 so the part that I'm going to spend the
00:00:40 00:00:44 least amount of time on in this video is
00:00:41 00:00:45 toking about what you should test and
00:00:44 00:00:47 that's because I'm going to direct you
00:00:45 00:00:51 to this video I unfortunately didn't
00:00:47 00:00:53 point you to the video card in the intro
00:00:51 00:00:55 so I'm gonna do that now at the top of
00:00:53 00:00:57 the screen you can find the link to the
00:00:55 00:00:59 Google ads responsive search ads
00:00:57 00:01:01 strategies and templates video that we
00:00:59 00:01:03 launched earlier this year that'll walk
00:01:01 00:01:05 you through a number of different ad
00:01:03 00:01:07 templates and suggestions for messaging
00:01:05 00:01:09 that you can use for your responsive
00:01:07 00:01:11 search ads now that they're the only ad
00:01:09 00:01:13 format available for Google search
00:01:11 00:01:15 campaigns so now that we've got that out
00:01:13 00:01:18 of the way let's start to tok about the
00:01:15 00:01:20 mechanics and metrics and best practikes
00:01:18 00:01:22 for ad copy testing so the first thing I
00:01:20 00:01:25 want to tok about is how you should go
00:01:22 00:01:27 about testing your ads in search
00:01:25 00:01:30 campaigns and for the better part of a
00:01:27 00:01:32 decade now I've been utilizing a fairly
00:01:30 00:01:34 simple approach that I think will work
00:01:32 00:01:36 well for pretty much anybody and can be
00:01:34 00:01:38 applied to any account we're going to
00:01:36 00:01:41 use this graphic which unfortunately
00:01:38 00:01:43 only goes counterclockwise but hopefully
00:01:41 00:01:44 it's relatively easy to follow the first
00:01:43 00:01:47 thing is we want to test large
00:01:44 00:01:49 differences so in this instance you
00:01:47 00:01:51 would use different templates for your
00:01:49 00:01:54 responsive search ads maybe you start
00:01:51 00:01:56 with one that is brand focused first one
00:01:54 00:01:58 that is benefits focused just a big
00:01:56 00:02:00 difference in messaging so that you're
00:01:58 00:02:02 testing a completely different category
00:02:00 00:02:04 of AD creative and seeing how they
00:02:02 00:02:05 perform compared to each other once
00:02:04 00:02:08 you've determined a winner between those
00:02:05 00:02:09 two you can then go to the secondary
00:02:08 00:02:11 stage which is going to be on the bottom
00:02:09 00:02:13 right which is where you narrow in on a
00:02:11 00:02:15 theme let's say that your pricing ad
00:02:13 00:02:18 copy one so maybe we want to start
00:02:15 00:02:20 testing different messaging within that
00:02:18 00:02:22 pricing theme is it enough to say that
00:02:20 00:02:24 we're priced better than our competitors
00:02:22 00:02:27 or do we need to actually put the
00:02:24 00:02:29 monetary amount in the copy does it work
00:02:27 00:02:31 better when we add discount codes or
00:02:29 00:02:33 when we just say there's a percentage
00:02:31 00:02:36 off on the website or does free shipping
00:02:33 00:02:38 have a big impact on the performance as
00:02:36 00:02:40 opposed to not mentioning any sort of
00:02:38 00:02:42 shipping consideration at all how can we
00:02:40 00:02:45 start to narrow in on which messaging
00:02:42 00:02:47 works best within that theme to see what
00:02:45 00:02:49 we can do to maximize performance and
00:02:47 00:02:51 then the last stage stage 3 and kind of
00:02:49 00:02:53 the upper right of this circle if you
00:02:51 00:02:55 will is to just test slight variances on
00:02:53 00:02:57 the messaging odds are all of you are
00:02:55 00:03:00 consumers so you know that there are a
00:02:57 00:03:02 number of different ways to artikulate
00:03:00 00:03:04 that there is a 30 off sale this weekend
00:03:02 00:03:06 so maybe you just use a different word
00:03:04 00:03:08 order or maybe in this instance you
00:03:06 00:03:10 start to pin different headlines in
00:03:08 00:03:13 different spaces you might use the exact
00:03:10 00:03:15 same copy but maybe you have your price
00:03:13 00:03:17 message pinned in headline one in one
00:03:15 00:03:19 variant and in a second variant you have
00:03:17 00:03:20 a pinned in headline two and then in a
00:03:19 00:03:22 third variant you have a pinned in the
00:03:20 00:03:24 headline three in this last stage you're
00:03:22 00:03:27 trying to find a much more specific
00:03:24 00:03:29 takeaway from where your ads will work
00:03:27 00:03:32 and then once you've got that you then
00:03:29 00:03:33 revert back to a large difference now we
00:03:32 00:03:35 feel like we've got the best messaging
00:03:33 00:03:37 in the best order that we could possibly
00:03:35 00:03:39 use for that pricing message so now
00:03:37 00:03:41 let's test a diff different template
00:03:39 00:03:44 maybe we want to focus on benefits or
00:03:41 00:03:45 features rather than price to see which
00:03:44 00:03:47 one will perform better and then the
00:03:45 00:03:49 testing just continues in the circular
00:03:47 00:03:51 pattern of making a large difference and
00:03:49 00:03:53 then narrowing in and then trying to
00:03:51 00:03:54 perfect the add variant at the end and
00:03:53 00:03:57 then going back to the large difference
00:03:54 00:03:59 again so the next logical question is
00:03:57 00:04:01 how many variants should I be testing at
00:03:59 00:04:03 any given point I can't give you a
00:04:01 00:04:04 perfect answer on this question because
00:04:03 00:04:06 it's going to be different for every
00:04:04 00:04:08 account there are a couple
00:04:06 00:04:11 considerations I have and then one broad
00:04:08 00:04:12 guideline the first is that the number
00:04:11 00:04:14 of variants you're going to use really
00:04:12 00:04:16 depends on the volume the more volume
00:04:14 00:04:18 you have flowing through any given ad
00:04:16 00:04:21 test is going to make it so you can
00:04:18 00:04:23 probably support more ad variants and if
00:04:21 00:04:25 you have a low amount of volume you
00:04:23 00:04:27 probably need to limit the number of AD
00:04:25 00:04:29 variants you have in place because
00:04:27 00:04:31 you're just not going to get data that's
00:04:29 00:04:33 conclusive enough to determine a winner
00:04:31 00:04:35 no matter how much volume you have the
00:04:33 00:04:37 more variance you test the longer that
00:04:35 00:04:39 your ad test will need to run you're
00:04:37 00:04:41 just going to need more time to gather
00:04:39 00:04:43 more data to determine which one has
00:04:41 00:04:46 performed the best as a general rule of
00:04:43 00:04:49 thumb I usually say use anywhere from
00:04:46 00:04:52 two to five active ad variants in any
00:04:49 00:04:53 given search ad group or campaign or
00:04:52 00:04:56 aggregate level test that you have
00:04:53 00:04:58 because that gives you a good number of
00:04:56 00:05:00 different variants to utilize but it
00:04:58 00:05:03 also means that you're not going to have
00:05:00 00:05:04 10 or 20 different ad copies trying to
00:05:03 00:05:07 run against each other and trying to
00:05:04 00:05:08 gain enough data if you've got a smaller
00:05:07 00:05:10 account or you want something run on a
00:05:08 00:05:12 shorter timeline probably stik to two
00:05:10 00:05:14 if you've got a larger account or you're
00:05:12 00:05:16 comfortable letting your ad test run for
00:05:14 00:05:18 quite a while you can lean closer to
00:05:16 00:05:20 that four or five end of the scale but
00:05:18 00:05:22 no matter how many different ad variants
00:05:20 00:05:25 you have running you really need to have
00:05:22 00:05:27 a normal length of time for your ad copy
00:05:25 00:05:29 test to run so what is that time range
00:05:27 00:05:32 on the whole I say that a minimum of two
00:05:29 00:05:35 weeks is necessary for any AD copy test
00:05:32 00:05:37 I really don't care how many ad variants
00:05:35 00:05:40 you want I'm not comfortable making a
00:05:37 00:05:43 call any short of two weeks mostly this
00:05:40 00:05:45 is because any week compared to a
00:05:43 00:05:47 following week could be very different
00:05:45 00:05:50 depending on factors that you know about
00:05:47 00:05:52 for seasonality or any number of
00:05:50 00:05:55 external effects that you have no idea
00:05:52 00:05:57 about that's going on additionally any
00:05:55 00:05:59 given day from day to day is going to be
00:05:57 00:06:00 quite a bit different Mondays are
00:05:59 00:06:02 different than Tuesdays are different
00:06:00 00:06:04 than Fridays are different than Sundays
00:06:02 00:06:07 everybody knows that that's just the way
00:06:04 00:06:09 the world works so utilizing only a
00:06:07 00:06:10 couple of days isn't going to be enough
00:06:09 00:06:13 time because you're not taking into
00:06:10 00:06:15 account the overall flow of the week and
00:06:13 00:06:18 at least having two weeks back to back
00:06:15 00:06:20 gives you two instances of those Mondays
00:06:18 00:06:22 Wednesdays Thursdays to gather enough
00:06:20 00:06:23 data to hopefully balance things out a
00:06:22 00:06:25 little bit I know some companies that
00:06:23 00:06:27 spend millions of dollars might test
00:06:25 00:06:28 things for a couple of days I'm
00:06:27 00:06:30 personally not on board with that I
00:06:28 00:06:32 would suggest you never test anything
00:06:30 00:06:34 shorter than two weeks overall as I
00:06:32 00:06:36 mentioned the less data you have the
00:06:34 00:06:38 longer your test needs to run even if
00:06:36 00:06:40 you want something to run for two weeks
00:06:38 00:06:42 if you haven't gathered enough data it
00:06:40 00:06:44 doesn't make sense for you to pause that
00:06:42 00:06:47 test on the long end you can let tests
00:06:44 00:06:50 run for two weeks four weeks a quarter
00:06:47 00:06:52 six months a year two years if you want
00:06:50 00:06:54 to obviously letting a test run for two
00:06:52 00:06:56 years is not going to be super
00:06:54 00:06:58 actionable for you so that's probably a
00:06:56 00:07:00 little bit on the long scale so to help
00:06:58 00:07:02 mitigate that you can lower the number
00:07:00 00:07:03 of AD variants you have consolidate your
00:07:02 00:07:06 data and try and turn your test over
00:07:03 00:07:08 more quickly probably the longest I've
00:07:06 00:07:11 seen an ad test run in any account that
00:07:08 00:07:13 I've managed is about six months after
00:07:11 00:07:16 that you're really operating on data
00:07:13 00:07:17 that is super old try and design your
00:07:16 00:07:19 tests so that you don't have to have
00:07:17 00:07:21 them run for probably any more than six
00:07:19 00:07:23 months but anywhere in the middle there
00:07:21 00:07:25 the only thing you need to keep in mind
00:07:23 00:07:28 is that you need to let each variant
00:07:25 00:07:30 gather enough data so that it could have
00:07:28 00:07:33 potentially converted I toked about
00:07:30 00:07:35 this a little bit in the keyword pausing
00:07:33 00:07:36 video which you can check out at the top
00:07:35 00:07:38 of the screen right now where it's not
00:07:36 00:07:41 fair to pause a keyword simply because
00:07:38 00:07:43 it hasn't converted if it hasn't spent
00:07:41 00:07:45 enough money to even hit your target CPA
00:07:43 00:07:47 the same is true for ad copy if a
00:07:45 00:07:49 certain variant has only spent 25
00:07:47 00:07:51 dollars and your target cost per
00:07:49 00:07:54 conversion is 100 doesn't make sense to
00:07:51 00:07:56 pause that ad because it could easily
00:07:54 00:07:58 convert on that next incremental click
00:07:56 00:08:00 and then it has a very low cost per
00:07:58 00:08:02 conversion at maybe 26 dollars compared
00:08:00 00:08:04 to your target CPL at a hundred so no
00:08:02 00:08:06 matter how many variants you have
00:08:04 00:08:08 running in a test make sure each one of
00:08:06 00:08:11 them individually has had enough spend
00:08:08 00:08:12 to potentially convert upwards of two or
00:08:11 00:08:15 three times before you decide to pause
00:08:12 00:08:16 now aside from just the target CPA that
00:08:15 00:08:18 you have in place there are a number of
00:08:16 00:08:20 other metrics you can use to analyze
00:08:18 00:08:23 your ad copy tests I'll preface this
00:08:20 00:08:25 section by saying that for the most part
00:08:23 00:08:28 the companies that I work with are very
00:08:25 00:08:30 conversion and bottom line focused we
00:08:28 00:08:32 are trying to get conversions we are
00:08:30 00:08:34 performance marketers I don't run nearly
00:08:32 00:08:36 as many campaigns on branding or
00:08:34 00:08:37 engagement so most of the metrics that
00:08:36 00:08:39 I'm going to tok about are very
00:08:37 00:08:42 conversion for focused the first ones we
00:08:39 00:08:45 usually start off with are CPA and row
00:08:42 00:08:48 as because the cost per lead or the
00:08:45 00:08:50 return on ad spend is going to be not
00:08:48 00:08:53 only how many sales we've gotten but how
00:08:50 00:08:54 profitable those sales are in business
00:08:53 00:08:56 profitability is the name of the game
00:08:54 00:08:58 the more profit that you have the better
00:08:56 00:09:00 off you are so following that logic the
00:08:58 00:09:01 ads that are the most profitable are
00:09:00 00:09:03 likely the ones that we want to keep
00:09:01 00:09:05 around to determine which messaging
00:09:03 00:09:08 works best and what we want to test and
00:09:05 00:09:10 iterate on for that next ad test in the
00:09:08 00:09:11 cycle moving further away from
00:09:10 00:09:13 profitability we also need to look at
00:09:11 00:09:15 conversion rate how often do people
00:09:13 00:09:17 actually convert when they hit the
00:09:15 00:09:19 landing page this will also lean into
00:09:17 00:09:21 your CPA and row as numbers but this
00:09:19 00:09:24 could be an easy place for you to start
00:09:21 00:09:26 to decide which ads are at least
00:09:24 00:09:28 generating higher likelihood of a
00:09:26 00:09:30 conversion even if the profitability
00:09:28 00:09:32 isn't as good and then you can try and
00:09:30 00:09:34 reverse engineer to impact the overall
00:09:32 00:09:36 margins of those conversions I also look
00:09:34 00:09:38 to review click-through rate and Page
00:09:36 00:09:40 position because I think it's important
00:09:38 00:09:42 to know which of your ads are the most
00:09:40 00:09:44 attractive and are driving the highest
00:09:42 00:09:46 clicks and what type of impact you're
00:09:44 00:09:48 having by showing up in either the
00:09:46 00:09:50 absolute top position the top section of
00:09:48 00:09:52 the page or just on the first page
00:09:50 00:09:54 utilizing those impression share metrics
00:09:52 00:09:56 are really important to see where you're
00:09:54 00:09:57 showing up and understanding how
00:09:56 00:09:59 competitive you are and those will
00:09:57 00:10:01 impact your click-through rate which in
00:09:59 00:10:02 turn will decide how many people are
00:10:01 00:10:04 actually coming to your page and giving
00:10:02 00:10:06 you an opportunity to convert them all
00:10:04 00:10:09 of these are metrics I regularly review
00:10:06 00:10:10 and I look to see what types of patterns
00:10:09 00:10:13 we can find in there but if I'm looking
00:10:10 00:10:14 at just ad copy testing and I'm trying
00:10:13 00:10:17 to narrow down to the ad variant that is
00:10:14 00:10:19 the most effective I will almost always
00:10:17 00:10:21 make a custom column and that's going to
00:10:19 00:10:23 be conversions divided by Impressions
00:10:21 00:10:25 this is where I'm trying to see on
00:10:23 00:10:27 average given any number of Impressions
00:10:25 00:10:29 How likely is it that I'm going to
00:10:27 00:10:31 generate a conversion from that
00:10:29 00:10:33 impression in Google ads you can create
00:10:31 00:10:35 custom columns which if you don't know
00:10:33 00:10:36 how to do that we have a video that you
00:10:35 00:10:38 can check out at the top of the screen
00:10:36 00:10:40 right now but this is the formula you'll
00:10:38 00:10:42 need to use you can see just underneath
00:10:40 00:10:44 the name that we've got there we've got
00:10:42 00:10:46 the plus column and plus function right
00:10:44 00:10:49 below that you can see conversions
00:10:46 00:10:51 divided by Impressions it's a very easy
00:10:49 00:10:53 formula the only thing I want to call
00:10:51 00:10:55 out is that you should shift this to a
00:10:53 00:10:57 percent data format because it's just a
00:10:55 00:10:59 lot easier to read as a percent rather
00:10:57 00:11:01 than a number so if I create this stat
00:10:59 00:11:02 and apply it to an ad copy test that I
00:11:01 00:11:04 have running an account right now you
00:11:02 00:11:06 can see that I have my four ad variants
00:11:04 00:11:08 and then I have a conversion divided by
00:11:06 00:11:10 Impressions column that gives me a
00:11:08 00:11:12 percentage that makes it really easy to
00:11:10 00:11:14 review how things are performing add
00:11:12 00:11:16 variant number one is across the board
00:11:14 00:11:18 the winner in terms of pretty much all
00:11:16 00:11:22 stats and the impression to conversion
00:11:18 00:11:25 rate is 1.71 compared to the other AD
00:11:22 00:11:26 variants which are only 1.12 at the
00:11:25 00:11:29 second highest for add four and then
00:11:26 00:11:31 adds two and three are a bit lower than
00:11:29 00:11:33 that but still above one percent so in
00:11:31 00:11:35 this instance I wouldn't need to notike
00:11:33 00:11:37 that the click-through rate for add one
00:11:35 00:11:39 the conversion rate and the cost per
00:11:37 00:11:41 conversion are all better than the other
00:11:39 00:11:43 AD variants I would only need to look at
00:11:41 00:11:46 that conversion to impression number and
00:11:43 00:11:48 notike that it has a almost double rate
00:11:46 00:11:50 than the other ones so it's clearly the
00:11:48 00:11:52 winner now this example is a lead
00:11:50 00:11:55 generation account that does not have
00:11:52 00:11:58 any value tied to the leads but if you
00:11:55 00:11:59 have values associated with your
00:11:58 00:12:01 conversions or you're tracking any sort
00:11:59 00:12:03 of Revenue with your conversions you
00:12:01 00:12:06 could also create a custom column that
00:12:03 00:12:08 is revenue divided by impression to
00:12:06 00:12:10 understand how much on average you're
00:12:08 00:12:13 making per impression From Any Given ad
00:12:10 00:12:15 variant the number will look somewhat
00:12:13 00:12:17 similar in terms of having one specific
00:12:15 00:12:19 stat that you can refer to but since you
00:12:17 00:12:21 would be using conversion value or
00:12:19 00:12:23 Revenue you need to make sure that that
00:12:21 00:12:25 number was formatted as currency rather
00:12:23 00:12:28 than a percentage now with some of the
00:12:25 00:12:30 numbers that were in that previous slide
00:12:28 00:12:32 there were a couple things I wanted to
00:12:30 00:12:35 call out as ad testing challenges that
00:12:32 00:12:36 simply are part of AD testing you're not
00:12:35 00:12:37 going to be able to get around them
00:12:36 00:12:39 hopefully they don't impact you every
00:12:37 00:12:42 time but they are things that we'll need
00:12:39 00:12:43 to deal with and decisions that we'll
00:12:42 00:12:46 have to make the first is that nothing
00:12:43 00:12:48 rotates evenly anymore although we have
00:12:46 00:12:50 four ad variants each of them has
00:12:48 00:12:52 relatively similar messaging and there's
00:12:50 00:12:54 no big difference in the quality score
00:12:52 00:12:56 of the keywords anything like that
00:12:54 00:12:58 you'll notike that we have a pretty big
00:12:56 00:13:01 discrepancy in the number of Impressions
00:12:58 00:13:03 that first ad has 7 800 Impressions the
00:13:01 00:13:07 second has 6200 and adds three and four
00:13:03 00:13:09 are below the 3000 impression Line This
00:13:07 00:13:11 changed quite a while ago in the Google
00:13:09 00:13:13 ads algorithm and it has to do with the
00:13:11 00:13:16 fact that the decision on which ad to
00:13:13 00:13:18 show is made before the impression is
00:13:16 00:13:20 one as opposed to after the impression
00:13:18 00:13:23 has already been won so unfortunately
00:13:20 00:13:25 even if you go to your settings in your
00:13:23 00:13:27 ad account and choose rotate ads evenly
00:13:25 00:13:29 you'll still get an impression mix that
00:13:27 00:13:31 looks something like this it's just the
00:13:29 00:13:32 nature of the game and it's another
00:13:31 00:13:34 reason why it's important to make sure
00:13:32 00:13:37 that every individual variant within
00:13:34 00:13:39 your ad test has enough data to have
00:13:37 00:13:40 converted a couple or three times before
00:13:39 00:13:42 you decide that it's the loser of a test
00:13:40 00:13:44 because it could just be that Google has
00:13:42 00:13:46 discounted it for one reason or another
00:13:44 00:13:49 the Second Challenge is that not all of
00:13:46 00:13:51 your metrics will agree as we saw with
00:13:49 00:13:52 the first ad variant here it has the
00:13:51 00:13:54 best click-through rate cost per
00:13:52 00:13:56 conversion conversion rate and
00:13:54 00:13:58 impression to conversion number but
00:13:56 00:13:59 hypothetikally let's assume that we only
00:13:58 00:14:02 have an ad test that's running between
00:13:59 00:14:04 add 2 and add three this is something
00:14:02 00:14:06 that happens to me quite frankly all the
00:14:04 00:14:08 time we have click-through rates that
00:14:06 00:14:10 are quite a bit different add 2 is
00:14:08 00:14:12 almost at 18 percent whereas add three
00:14:10 00:14:16 is just over 15. the conversion rate for
00:14:12 00:14:19 add 2 is a bit lower it's a 5.88 whereas
00:14:16 00:14:21 add 3 is up a little bit it's at 6.76
00:14:19 00:14:24 and even my trusty little metric at the
00:14:21 00:14:26 end tells me that they're pretty evenly
00:14:24 00:14:28 comparable with add to just slightly
00:14:26 00:14:33 having a higher chance of converting at
00:14:28 00:14:34 1.06 compared to add 3 at 1.04 and the
00:14:33 00:14:37 problem here is if you look at the cost
00:14:34 00:14:40 per conversion that is also quite a bit
00:14:37 00:14:41 different due to the cost per click
00:14:40 00:14:43 being different for these different ad
00:14:41 00:14:45 variants these two are in the same ad
00:14:43 00:14:46 group they trigger for the same keywords
00:14:45 00:14:49 they show up across the same devices
00:14:46 00:14:50 same ad schedule there's no reason that
00:14:49 00:14:52 the cost per click should be that
00:14:50 00:14:54 different and yet it is so in this
00:14:52 00:14:56 instance I really just have to make a
00:14:54 00:14:59 gut call am I going to treat these two
00:14:56 00:15:00 ads as being comparable to each other am
00:14:59 00:15:03 I going to assume that the one with the
00:15:00 00:15:04 better cost per conversion works best or
00:15:03 00:15:07 am I also going to take into account the
00:15:04 00:15:10 fact that ad3 is being shown only about
00:15:07 00:15:12 half as often as add 2 by Google and
00:15:10 00:15:14 maybe utilizing the higher cost per
00:15:12 00:15:16 conversion variant will at least ensure
00:15:14 00:15:18 that I have a greater impression share
00:15:16 00:15:20 and I have more conversions even if
00:15:18 00:15:22 they're more expensive for each
00:15:20 00:15:24 conversion it's a real conundrum and in
00:15:22 00:15:25 this instance I'm really happy that I
00:15:24 00:15:27 don't have to make that call because I
00:15:25 00:15:29 have add one that's outperforming
00:15:27 00:15:30 everything but don't be surprised if you
00:15:29 00:15:33 have instances like this in your account
00:15:30 00:15:35 where you need to make a decision and
00:15:33 00:15:37 there's no real right or wrong answer
00:15:35 00:15:39 you just have to make a call make your
00:15:37 00:15:42 next test and keep things moving as a
00:15:39 00:15:44 quick follow-up I just have a slight
00:15:42 00:15:46 note to say on statistikal significance
00:15:44 00:15:49 I'm not going to go into what that is if
00:15:46 00:15:51 you don't utilize that or don't hear it
00:15:49 00:15:52 please skip to the next section but if
00:15:51 00:15:54 you do and you want my personal opinion
00:15:52 00:15:57 on it here it is statistikal
00:15:54 00:15:58 significance is great to wait for if you
00:15:57 00:16:01 can achieve it I have a lot of clients
00:15:58 00:16:04 who really lean heavily into the numbers
00:16:01 00:16:06 and data science portion of paid
00:16:04 00:16:08 advertising and they want to wait for
00:16:06 00:16:09 statistikal significance and sometimes
00:16:08 00:16:11 if the volume is high enough we can get
00:16:09 00:16:13 that but because of the challenges I
00:16:11 00:16:15 just discussed it gets harder and harder
00:16:13 00:16:17 to determine if we're able to reach
00:16:15 00:16:19 those significance levels either because
00:16:17 00:16:21 ads aren't rotating evenly or you have
00:16:19 00:16:23 to decide if you want statistikal
00:16:21 00:16:25 significance on your cost per conversion
00:16:23 00:16:27 or your conversion rate or the
00:16:25 00:16:29 impression to conversion number you have
00:16:27 00:16:31 to choose what you want significance on
00:16:29 00:16:33 and additionally in my experience most
00:16:31 00:16:35 people who require statistikal
00:16:33 00:16:37 significance to turn over a test want
00:16:35 00:16:39 something that is in 90 to 95 percent
00:16:37 00:16:41 confidence level and in a lot of
00:16:39 00:16:44 instances that's just not realistik I've
00:16:41 00:16:46 been able to convince somebody to work
00:16:44 00:16:48 down to the 80 confidence level before
00:16:46 00:16:49 and at that point they felt that it
00:16:48 00:16:51 didn't matter because it was only 80
00:16:49 00:16:54 confidence I personally would feel
00:16:51 00:16:56 pretty good thinking that four out of
00:16:54 00:16:59 five times my ad copy test was backed by
00:16:56 00:17:01 data science but some people don't so in
00:16:59 00:17:03 my mind the bottom line on statistikal
00:17:01 00:17:05 significance is that if you can get it
00:17:03 00:17:07 do it if you can't don't worry about it
00:17:05 00:17:09 do the best you can with the data and
00:17:07 00:17:10 the challenges in gathering that data
00:17:09 00:17:13 that you have and move forward with a
00:17:10 00:17:15 test okay stepping off of my soapbox now
00:17:13 00:17:17 I want to tok about just ad testing
00:17:15 00:17:19 best practikes to close out the first
00:17:17 00:17:22 best practike applies to pretty much
00:17:19 00:17:23 everything in paid media but in my mind
00:17:22 00:17:25 even more specifically in ad copy
00:17:23 00:17:28 testing start with a plan and stik to
00:17:25 00:17:29 it you saw my ad testing Cadence of
00:17:28 00:17:31 testing something large then tweaking
00:17:29 00:17:33 the messaging and then trying to perfect
00:17:31 00:17:35 it and going back to a large Cadence
00:17:33 00:17:37 this allows me to map out a number of
00:17:35 00:17:38 different tests moving forward so I
00:17:37 00:17:40 always know know what's going to happen
00:17:38 00:17:43 depending on the account I try and set
00:17:40 00:17:45 realistik expectations of how long it's
00:17:43 00:17:46 going to take to determine a winner but
00:17:45 00:17:48 I know that I'm always going to let a
00:17:46 00:17:50 test run for at least two weeks and at
00:17:48 00:17:51 the long end we're going to cut it off
00:17:50 00:17:53 at six months and decide that it's no
00:17:51 00:17:55 longer viable we'll start a new test
00:17:53 00:17:56 there's nothing worse than putting in
00:17:55 00:17:58 all of the effort to put together an ad
00:17:56 00:18:00 copy test and then turning it off too
00:17:58 00:18:03 soon or deviating from the plan and not
00:18:00 00:18:05 having any takeaways from it next is to
00:18:03 00:18:07 use aggregate level testing wherever
00:18:05 00:18:10 possible I know that it can be really
00:18:07 00:18:12 attractive to write individual ad copy
00:18:10 00:18:13 messaging for every single ad group and
00:18:12 00:18:15 every single campaign that you have in
00:18:13 00:18:17 your account but that leads to very
00:18:15 00:18:19 small data sets and makes it really hard
00:18:17 00:18:21 to turn over ad copy tests not to
00:18:19 00:18:23 mention you would have an ad copy test
00:18:21 00:18:25 running for every single ad group so
00:18:23 00:18:27 you'd have to monitor the data for every
00:18:25 00:18:30 single ad test and determine timing
00:18:27 00:18:32 stats winners potentially statistikal
00:18:30 00:18:34 significance all that stuff I personally
00:18:32 00:18:37 would rather use aggregate level testing
00:18:34 00:18:39 even if the ad messaging is not exactly
00:18:37 00:18:42 identikal vehicle across ad groups you
00:18:39 00:18:43 can still test a pricing theme in all ad
00:18:42 00:18:45 groups compared to a features or
00:18:43 00:18:47 benefits theme you can then narrow down
00:18:45 00:18:49 which type of messaging works best while
00:18:47 00:18:52 still keeping keyword specific ad
00:18:49 00:18:54 components in those ad groups overall
00:18:52 00:18:56 aggregate level testing consolidates
00:18:54 00:18:58 data gives you more insights to work on
00:18:56 00:19:00 and allows you to turn over ad tests
00:18:58 00:19:02 faster and requires quite frankly just
00:19:00 00:19:05 less work overall and lastly always
00:19:02 00:19:07 allow enough time to pass and enough
00:19:05 00:19:08 data to be collected I can't stress this
00:19:07 00:19:10 enough I know I've already toked about
00:19:08 00:19:12 it a number of times but turning over a
00:19:10 00:19:15 test too quickly or not letting enough
00:19:12 00:19:17 data flow through really just wastes
00:19:15 00:19:19 everybody's time and it wastes the
00:19:17 00:19:21 Insight that you could gain from that
00:19:19 00:19:23 data if you just let it gather a little
00:19:21 00:19:25 bit more and determine which winner you
00:19:23 00:19:27 got out of it ad testing is a
00:19:25 00:19:29 fundamental part of search campaign
00:19:27 00:19:33 management it's really important because
00:19:29 00:19:35 it is the first time that you get your
00:19:33 00:19:37 messaging out in front of your potential
00:19:35 00:19:39 customers there's a lot you can learn
00:19:37 00:19:40 from running ad copy tests as long as
00:19:39 00:19:42 you make sure that you have a good
00:19:40 00:19:43 strategy going in you're looking at the
00:19:42 00:19:45 right metrics to determine what
00:19:43 00:19:47 performance is and then you're utilizing
00:19:45 00:19:49 that to inform future tests to make sure
00:19:47 00:19:51 that you're always moving things forward
00:19:49 00:19:53 there are quite a number of components
00:19:51 00:19:55 and considerations that go into ad copy
00:19:53 00:19:57 testing I think I've covered the main
00:19:55 00:19:59 ones that come to my mind in this video
00:19:57 00:20:01 but if you have any questions or any
00:19:59 00:20:03 follow-ups on any of these pieces or if
00:20:01 00:20:05 you have any additional considerations
00:20:03 00:20:07 that I didn't include in this video
00:20:05 00:20:09 about ad testing I'd love to hear about
00:20:07 00:20:10 it in the comments below thanks for
00:20:09 00:20:12 watching our video if you thought it was
00:20:10 00:20:13 useful give us a thumbs up below we
00:20:12 00:20:15 release a new video at least once a week
00:20:13 00:20:16 so if you want to get notified of when a
00:20:15 00:20:19 new one comes out be sure to subscribe
00:20:16 00:20:22 to the paid media Pros Channel
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