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This site uses Akismet to reduce spam. Learn how your comment data is processed. Contact Us now for a free consultation. If you have an AdWords account then you should always be testing multiple ads.
Here you can see all of the elements that make up an AdWords expanded text ad. Headline 1 allows up to 30 characters. Headline 2 The second headline most often contains a Call to Action. Book Now Headline 2 allows up to 30 characters. The description allows up to 80 characters. That leaves the Display URL as a place to potentially include keywords The Display URL is now split into 2 sections, and you can choose to use 0, 1, or 2 of those sections.
Any of the following would be valid: myurl. These are the first few columns that I typically have visible on the Ads page Ad Testing Ideas There are countless things that you could try in your ad testing. Something like domain. Their most recent full-year report , from , shows annual revenues for these companies growing steadily year over year since , with a compound annual growth rate CAGR of 17 percent over the past 10 years.
Internet advertising revenue per year, — The steadily growing revenue suggests that more and more companies are entering the online advertising arena — and that they are investing more in it, too.
Greater competition means higher costs for advertisers. Having to pay more to play makes the consequences of ignoring potential money-saving opportunities in the data greater. For a long time, you could only measure how many people saw your ad, how often they clicked and how much it cost you.
But it is so much more than knowing which ad the user saw and whether or not they bought after clicking. We now have answers to questions:. Just this year, Google opened up tablet bid adjustments , demographic data for Search campaigns and a whole new standard format for text ads.
The number of variables to look at and to test is rising. Ignoring this opportunity could be the difference between a failing and flourishing AdWords account. Read my last Search Engine Land post about how to maximize the amount of data your Search campaigns generate. Without measuring actual results against what we believe to be the best message or the most valuable solution to a problem, our marketing knowledge base is built on assumptions.
At the end of the day, can our market knowledge tell us that more people will buy if we put the price in our ad versus leaving it out?
Business expertise and marketing knowledge get us started. Here is what the number of arrows would mean, as shared by Google:.
Ideally, if the metrics you are considering to determine performance, are more statistically significant in an experiment then it is likely to continue the same pattern and deliver same results when adopted in a campaign. Here are more details about how to interpret your experiments data. The possibilities for testing are endless, but here we will unfold a couple of ideas that you can act upon:.
You might want to use a different bidding strategy to test how the change impacts your campaign performance. Altering your bids is one objective that can be met with split testing. For instance, you might want to see if decreasing your bids will still drive sufficient traffic, but before using the new bid, you would want to test if that would work without disrupting the correct traction being generated.
Similarly if you want to test a new bidding strategy then testing it with Experiments is a viable option. For example, you might be using Manual CPC as of now and have gathered enough conversion data that can be referred for driving more conversions, you might be thinking of trying an automated bidding strategy. You might want to test an entire new ad copy to figure out if it connects more with your audience. Alternately you might also want to test out different CTAs in your ad messaging to analyze which would impact more.
You may also want to try out a different ad format, such as Dynamic Search Ads or DKI to see how they stand against your standard text ads.
If you have two landing pages that can be linked to an ad, you might want to check which one to use. For instance, there might be a pricing page of your product and a sign up page, you would eventually want a user to reach the sign up page, but you also know that a user might be interested in viewing your pricing structure before making that decision. Adding some keywords you deem as irrelevant might lead to a drastic shift in the impressions and clicks received.
Before adding a certain keyword as negative keyword you might want to check how it impacts the campaign performance. For instance if you are planning to make your keyword targeting more specific, you might want to add broader keywords as negative ones, though they may not be completely irrelevant to your business. With ad schedule you can set up the day and time when you wish to show your ads more often.
You can adjust the bids, raising it during day s or hour s when you expect more results, and lowering the bids when the traffic is low.
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