How to Structure Your AdWords Account for Optimal Splits Tests

Split testing (in the context of digital marketing) is a powerful way to trial two or more options for an element of your campaign and be reasonably confident that the results are accurate (helpful is another matter). Specifically, split testing involves grouping users into two (or more, but let's stick with two for now) buckets. Let's call them A and B. When the user is exposed to your campaign the split testing system will randomly choose whether this user should be in pot A or pot B, and show them your campaign with your chosen settings. The result is that so long as the choice of which version they saw was random enough, then you have eliminated all other variables that might lead to differences between the two users' behavior. Of course you haven't eliminated those variables for each user. There are thousands of ways users can be different from each other. So you need...

Full article: http://searchenginewatch.com/article/2216889/How-to-Struc...

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