01 Feb '13, 10am

Are You Making Any of These 5 Ad Testing Mistakes?

Are You Making Any of These 5 Ad Testing Mistakes?

PPC allows you to easily split test ads. Better ad copy is a big competitive advantage. Google rewards people who write better ad copy with higher positions (more often) and a lower CPC. However, the ease of split testing can lead many people astray, leading them to pause the better ad and use the under-performing ad. We all intend to move the needle forward, but sometimes, we inadvertently push the needle the wrong way. Here are five things to be aware of while testing. Mistake 1: Pausing an Ad Within the First Couple of Days of Campaign Performance In the first couple of days, even with all other rotation settings set properly, Google tends to rank new ads either higher or lower, depending on the historical ad performance in the account (quality score). We have clients who spend thousands of dollars a day on specific keywords, so the data would look “statistically signif...

Full article: http://searchenginewatch.com/article/2240721/Are-You-Maki...

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