10 Inside Secrets to Google Adwords - Part 2 - Split-test your...
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Secret #6 - Split-test your ads in Google Adwords
As mentioned in Part 1 of this series of articles on Google Adwords, it is critical to split-test your ads. Google Adwords has a built-in feature that lets you automatically rotate the appearance of your ads so different ads can be shown an equal number of times (or weighted more heavily toward the ad that gets more clicks if you prefer - you can change this in the campaign settings). The benefit of this approach is that you will be able to see which ad gets a better click-thru rate (CTR).
Since Google Adwords rewards a higher CTR with lower cost per click (CPC), it is crucial that you know which ad has a better CTR. Sometimes just swapping the ad text that appears on lines 2 and 3 will make a big difference in your ad performance.
Secret #7 - Improve your ads in Google Adwords
So what do you do if you find that after split-testing two different ads a clear winner emerges? Simple. Chuck the lower CTR ad, keep the winner, and create a new ad to split-test against the current reigning champion. By following this split-test strategy, you will constantly be improving your ads CTR and lowering your CPC.
How do you know when a clear winner has emerged? Is it enough to have two ads that both have received 10 clicks each? Or should you wait until you have 100 clicks each before making the determination that one ad is superior to the other?
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