Split Test Your Ad for Better Result

Every digital marketer knows that keywords and keyword phrases have to be won through bidding process at different search and networking sites; nothing new in that. I discussed in previous blog about using negative keywords and keyword phrases for the benefit of your marketing campaign, especially when it is pay-per-click campaign. Every campaign has a creative communication designed for it, so in the case of digital marketing campaign, which contains these keywords, to enable it in getting desired ranking in search. Again it is a normal practice to run one ad communication at a time, so that, unified message goes to the audience.

But have you ever thought of using two ad simultaneously for a single marketing campaign. Some of you might have used it and many, maybe not. The logic is simple, after bidding the keywords and phrases; you own it for a certain period. Now, you can use these keywords the way you wish during that period. So, for your campaign’s benefit, create two ads. Your communication should ideally start with 1) Keyword match 2) Benefits and 3) Offer. This is normal communication design in digital marketing campaign. For the second ad, do a little bit of change, either in title text or body text and keep rest of the thing same. Make it sure that the meaning of communication does not change with this change in text. Then run both the ads simultaneously. Monitor the ranking of both the ads and remove the ad with lower clickthrough rate after sometime and replace it with the new one. The new communication must have same meaning with all the variables tweaked and presented in a different manner. This process will keep audience engaged in your marketing campaign. The Higher the clickthrough rate, the less money you will pay for your ads and more relevant it will be for the audience searching for it.