Google AdWords decides the price you pay per click on many factors one of which is the quality of your ad. This decision is made on looking into the ads CTR – click through rate.
The search engines consider an ad of higher quality if its getting higher click through compared to other ads in the same category.
So its important that you test your ad to get the best click through possible. Remember, higher click through means more visitors for less.
Lets discuss how to test your ads.
On a piece of paper write top 5 benefits of your business. When you are writing benefits think from the customers perspective. Think why they should buy from you than from your competitors.
It may take some time to arrive at 5 real benefits to your customer. Take your time but get the right benefits.
Google allows a maximum of 25 characters in the Ad Title or Headline. You can describe about your product in a maximum of 70 characters i.e. a maximum of 35 characters in line 1 and a maximum of 35 characters in line 2. You cannot spilt a word in the two lines.
Write your first ad. Your best benefit should be in your Title. Its just 25 characters so make sure your benefit fits in that space.
Write the rest of your benefits in the 70 characters space you have. Again, try to write your benefits in the description.
Similarly make another ad. This time push your second best benefit in the Title, and the rest in the description.
In your third ad, put your third best benefit in the title. I hope you understand. This way you can create 5 different ads to test.
Now its time to run the ads. Run the ads for a significant amount of time (at least a month) and till each ad gets at least 100 clicks. Make sure that both the criteria are met.
Why am I asking you to do this? Because when you test something you must get a limited number of responses before you can take a decision. Technically this is known as statistically significant response, else based on the results of test you may take a wrong decision.
After all the ads have got the minimum number of clicks, pause two ads with the lowest CTRs.
Write two more ads. This time with inputs from the first three ads according to CTR. You may also want to include any benefits that were left out due to space constraints. Write them in your new ads.
Repeat the test. Run the test till a statistically significant result is achieved. Again pause two ads with the lowest CTRs and write two new ads.
This way you can keep on testing till you have tested all benefits and you get the ad that works best for your landing page.
Like this you can test ads for all your landing pages.
While you test, you will learn a lot of things that you didn’t knew previously. And some results may surprise you.
Believe me testing is fun and a great learning experience. So go ahead and test your ads.