Testing and optimising bits and pieces of your
AdWords Google Ads campaign is the backbone for success.
It will allow you to get a higher Click-Through-Rates, Conversion Rates and Quality Scores, and therefore lower your cost per conversion.
Your ad is the only thing from your Google Ads account that’s visible to the Google searcher, and a great starting point to start A/B testing and optimising your campaign.
Step 1: Write your first ads
Very quickly, here are 6 tips to get you started on your first set of text ads:
Write at least two ads for each ad group, that way you start testing straight away.
Use the Keyword Insertion in the headline.
Make sure the content of the ad is highly relevant to the keywords in the ad group.
Don’t forget to use the display URLs.
Finish your description line with a strong Call-To-Action.
Add your ad extensions.
Step 2: Tweak your ad settings
Standard your ad rotation setting is set to “Rotate for clicks”.
This means that Google will start showing the ads that have a better Click-Through-Rate (CTR) more frequently.
You probably don’t want your ads to be focussed on clicks, you rather have them focussed on conversions instead. Or even better, a combination of them both.
Either way, to be in full control of your account it’s better to have all your ads shown evenly and make the decision of which ad performs the best yourselves rather than leaving it up to Google.
To do this you’ll need to change the ad rotation setting to either “Rotate evenly” or “Rotate indefinitely”.
Step 3: Use multi-adgroup testing
Lots of people will test each of their ad groups individually from each other.
However if you’ve set up a large Google Ads campaign covering lots of long tail keywords, there’s a chance that some ad groups won’t get that much volume. You can leave your test running for a year only to find out you don’t have enough data to make a decision.
Instead you can group certain ad groups together and do multi ad group testing.
Let’s say you’re a plumber you can group all your “blocked drains” ad groups together in one single test. You then use data from high volume ad groups to optimise your low volume ad groups.
You can still use ad group specific terms in your ad to make it make more relevant (eg. in one of the headlines).
Step 4: Set up an ad optimisation schedule
Ad testing is an ongoing process. Make sure you’re not just testing, but also improving your campaigns. If you keep testing 2 totally different ads you’re just testing.
Ideally you keep the best performing parts of your ad and start testing smaller components of your ad instead.
You can start with testing 2 completely different ads for a while and, once you have your best-performing, move into testing smaller parts of your ads.
Step 5: Pick the winning ad and keep testing
Once you have enough data to pick the winning ad, you will need to continue testing.
Here’s a list of things that you could consider testing:
Testing asking questions, making different statements, swap around headline 1 and 2, using keyword insertion in one of the headlines etc.
Making different statements, mentioning USP’s, using different Call-To-Actions (CTA’s) etc.
Using your site structure, using location keywords, using different terms for the products you’re selling etc.
Once you’ve tested and tweaked all the parts of your ad text, you can test a completely different variant every once in a while. So you can test if all the knowledge you gained works in a different format as well.