A/B testing your ads right now might seem like a daunting task but with the right plan of action, you can get great results and apply those learnings to your holiday campaigns. You can read our Ad Copy Championship Playbook, blog highlighting some of our best practices, and resources from Google for more information. Continue reading to find out more about the ad testing process.
Before you begin, ensure your Google Ads account is well-structured. You’ll want to make sure you focus on your top-performing products, campaigns and ad groups should be closely related, and you should keep your budget in mind when conducting keyword research. In our previous blog featuring Google Ads tips, we highlight these steps in further detail.
Specifically for ad testing, we recommend focusing on low-performing ads so they don’t affect your high-performing ones. Work with your team to determine which low-performing campaigns and ad groups should be used for testing purposes.
Start conducting some general competitor research to see what others in your industry are currently doing. If you have a small team, you can consider adding popular keywords into a search query to see what results show up. If you have a larger team, you can assign team members to conduct an extensive analysis with key insights and takeaways.
Now that you have some of that research, you can determine what types of tests you’d like to conduct. Here are some examples:
Once you determine what tests you’d like to perform on your ads, you can start by creating a spreadsheet (with Google Spreadsheets or Microsoft Excel) that highlights the campaigns and ad groups, as well as your final tests. In that spreadsheet, do the following:
Compare the results of your ad experiments and use your metrics to determine which ads were successful. Review the ad messaging to determine what had the best results. Use these findings to update your low-performing ads and future ads. Additionally, create internal best practices to share with your whole team. Keep in mind the following:
Our team is ready to help you succeed this holiday season. Check out our Holiday Readiness Resources for more information!