A/B Testing in Google Adwords

Most advertisers realize that associating with your buyer is both a workmanship and a science. You may have smart thought about what works innovatively. In any case, you have to test it out, and demonstrate your promoting comes about with numbers.

A/B Testing is an approach to figure out what gets your ads the best outcomes. It's trying out, for instance, your Call-to-action like "Buy Now" or "Buy This", and afterward making sense of what your clients are emphatically reacting to the most. The  more positive a response is the higher is your ROI (Return on Investment).

In A/B testing, you make a change in your Ad against the current one, and then analyse and determine which one gives the optimal results. You test and measure for the outcome/result you're looking( sales, CTR{click through rate}, leads etc.) Then finally you use the group or Ad giving you best results.

The figure will make it a bit simpler:

Following are the steps that you consider while doing A/B testing:

1. What is the goal you want to achieve or improve? 

a) More leads generation.

b) Increase CTR (Click Through Rate)

c) Increase Brand Awareness

d) Increase Sales

2. What part of AD are you testing?

There are many ways you can test the ads:

a) Call to Actions 

b) Display URL

c) Punctuation and Capitalization.

d) Destination URL (landing page)

e) AD extensions

f) Device targeting

g) The headline text 

h) Any Offer Displayed etc. You can have various variations.

3) What tool are you going to use to measure the results?

a) Google Adwords Statistics.

b) Third party tool  like omniture etc.

c) Google Analytics

4) Time period you are going to run the test?

Have a finite time to conclude, analyse your results, and then move on.

5)  Variation ads

Take 2 ads, Use AD 1 as control ad and AD 2 has variation. For example: 

AD 1

AD 2

6. Decide what factor you need to improve and in what percent or how much?

7. Your step after reaching your desired results. If one Ad is doing well than the other you will stop the one not performing and make the other your desired Ad. Otherwise, if you find that there's not much difference will you continue to run the test ad or keeping both the ads or try another A/B testing variations. 

Follow the below steps for running A/B testing in Google AdWords :

a) Make 2 ads in Google AdWords

b) Chose the variable test factor example headline, display URL etc.

c) Set up your goal be it to increase sale, leads etc.

d) Then write 2 different variations in your ads.

e) Run the ads for a specific time you want to run.

f) Finally, track the results of both the ads.

A/B testing is powerful. It work. When you are doing A/B testing, ensure you remember your true objectives.  It's all about increasing your companies/business ROI (return on investment), and making your organization more beneficial without abundance spending. Start by experimenting with  may be one or two variables.

Adwords Expriments

AdWords include campaigns drafts and experiments  also known as AdWords experiments. It helps you to make changes to your mirror campaign without impacting the original campaign or activated as an Experiment. If we run a draft as an experiment, then it will test the changes made to your campaign and compare its performance with the original campaign over time. 

Once you have created your drafts, apply those changes directly to your campaign or test it by running the ad as an experiment.It is followed by defining experiment split. Experiment split is the percentage of traffic that you wish to split between and the original campaign. Generally a 50 percent is fair to judge and compare the affect of changes made in experiment to the original campaign.

Analyzing the Experiments performance

Once, the experiments starts running you will be able to see the results. You can then further analyse the performance of the experiments with respect to the original campaign to see whether an experiment delivered results or not.

Therefore, to optimize and achieve your business ROI(return on investment) A/B testing is essential in Google AdWords. 

I will be discussing how to make Campaign Draft and experiments in detail in my next blog.

That's all from my end...

If you have any queries, feel free to write in comments down below..

Stay tuned for more digital advertising!!

Thank You...