In her article “PPC Ad Optimization: 6 Top Elements to Test” posted on Search Engine Watch Monday, Noran El-Shinnawy laid out some excellent tips for SEM managers to follow when testing a campaign:
1. Write Strong Headlines
2. Test Benefits vs. Features
3. Differentiate Your Offer
4. Speak to the Pain Points of Your Audience
5. Include Keywords when Appropriate
6. Include a Strong Call to Action
But that’s not all one can do, of course. Here are some bonus tips from our expert Account Managers:
7. Set up a separate, smaller campaign for the sole purpose of testing new keywords or sources. Allocate a fraction of your total budget to this, and when you find something that works, transfer it over to your primary campaign.
What some of our clients do is set up two test campaigns, one for new sources and one for new keywords, keeping them separate with small budgets for each, in order to discover new keywords or sources. By mixing and matching in these side labs, you can make sure you're getting legitimate traction.
8. Bid up to make sure you’re competitive.
9. Experiment with alternate landing pages to see which ones generate the most business, not just the most views. Because getting the clicks is good, but getting the conversions is better.
10. Don’t try to do too much at one time. A/B test, don't A/B/C…/Z test. Instead of trying to answer many questions at once, answer a simple question like, “What happens if I double CPC?”
For more advice from the adMarketplace team, or if you have any questions about the above or any other subject, leave a comment below or