A/B Testing For Marketing
It has already been established time and again that search marketers are required to strike an adequate balance between a high CIick-Through-Rate with the help of appealing ads; and a high conversion rate - by driving relevant and qualified traffic. Considering that the relationship between these two elements is inverse - the process of achieving this balance is a lot more challenging than one can imagine.
Here are some insights into how search engine optimization experts can adequately test multiple ad copies and landing pages to enhance the effectiveness of one's PPC initiative
1. Preparing your Ad & Campaign Group
After you have successfully identified a keyword list that works, you should be able to shortlist further the top cost keywords that have a quality score lower than 7/10. There is sufficient statistical and experiential evidence that suggests that generic keywords with scores under 7 tend to perform well in CPC initiatives and first-page bid estimates.
Isolating these keywords into specific ad groups to fine tune the quality of your ads and landing pages is highly recommended before you venture into an A/B testing initiative.
Furthermore, use this test as a valuable opportunity to dissect your successful campaigns by device or geo so that you can acquire relevant data on your best campaigns based on your keywords as well as location and device. Also, remember to optimize the use of the 'rotate evenly' feature with an aim to equalize the exposure levels of all your currently active ad groups.
2. Keep an Eye on your Competition
In spite of all the sophisticated tools available, it isn't always possible to draw accurate data to determine the best ad copy. In addition to studying historical information, a combination of headlines, display URLs, descriptions and landing pages; it is important for you also to keep an eye open towards what your competition is up to.
On a regular basis, search for your top keywords on popular search engines and assess the results in brings concerning your competition. Watch out for your competition is doing in SEM and SEO. This is how you can identify opportunities in quality, promotion, price, shipping offers, etc.
3. Setting up New Ads and Landing Pages
With a 90 day limitation from AdWords, it is evident that your PPC initiative isn't a one-time project, but in fact, an ongoing process. Here is how you can continue to develop a successful PPC strategy.
Start by creating an entirely different ad copy. Make sure that each copy should highlight a unique differentiator in the form of quality, price, value ads, etc. Continue with this process by polishing each aspect of your ad once at a time to determine the best descriptions and display URLS consequently.
Remember that these tests will influence your click-through-rates, your quality score, rankings and average CPC. This will also have an impact on your conversion rates. The key is to keep your test as crisp and clean as possible. This is well achieved by working on one component at a time.
This is an excellent way to isolate each element and identifying the factors that have the maximum positive influence on your PPC ads.
A/B Testing For Marketing: What is it? Why use it?
What is A/B Testing?
A/B Testing (split testing) is a concept introduced into the design paradigm to provide publishers with a way of experimenting with their content, and allow them to measure certain aspects of their content. A/B testing is very similar to conducting a scientific experiment, and is a great way to figure out what works for your content.
A/B Testing is for those who are serious about their content, and improving it. Many large corporations practice a “market test” to determine where to set their price points. This involves selling their product at multiple price points, and measuring how well it sells at those price points. This is essentially the same thing as A/B testing.
The Process of A/B Testing:
- Define your hypothesis. For example, you wrote an article titled “Top Ten Advertising Networks for WordPress”, but you think it would be better to use the headline “Top Advertising Networks for WordPress Compared”. This is your hypothesis.
- Compare Results. A/B testing allows you to compare two or more variations of content, and measure how they perform against the others. Using the previous example, we would determine how the first headline compared to the second one as far as session duration, conversion rate, and user behavior.
It is important to know how your experience impacts user behavior, so you can develop a process that works.
The Importance of A/B Testing for Marketing
Whether you are a website publisher, newspaper editor, or an advertiser, it is important to provide the best possible experience that drives the most revenue. A website publisher may want to know which elements to change on their website to improve conversion rate. This can be article titles, images, call to action, form design, and overall page design.
The publisher might have two completely different landing pages for a specific product, and wants to find out which design performs the best. This is where A/B testing comes into play.
There are many software and services out there to assist you with A/B testing. Typically, they will automate the process of serving your variations, and provide data and analytics tailored to your experiment.
It is recommended to make short, subtle changes one at a time to find out how to better improve your experience. This way, you can find exactly which changes made the most impact, and focus on the areas that matter most.
Is A/B Testing Expensive?
A/B Testing can be expensive if you go through a large testing company. I’ve seen a few that charge a rate of $50 for 1,000 visitors. Basically, if you have two variations to test, one would be served to 500 users, and the other variation would be served to the other 500. If you are selling a product this can be quite inexpensive compared to going with a consulting company.
For example, you could hire a consultant to audit your landing page. This will run you anywhere from $200-$5,000. So you can see where it would be beneficial to do some experiments yourself, and if you are serious about selling your product, $50 is a small price to pay for feedback on how two separate landing pages perform.
You can also do this manually, but it is recommended to use software designed for this purpose, and relatively cheaper than setting up multiple servers and relaying your traffic to different variations.
For advertisers, it is important to get people to click your ads. You need to constantly be redesigning your banner ads, descripts, and media to keep users engaged and interested. Many professional advertisers default to A/B testing when they design a new campaign. This helps determine:
- Which marketing graphics grabs the most attention
- How to improve their text and descriptions
- The best practices for marketing to their niche
- Which audience works well with certain designs
In conclusion, A/B testing is a MUST in 2019.