The Importance of Text Ad Testing During The PPC Launch Phase
When we sit down and draft a new PPC Strategy, the thought of Multivariate Text Ad Testing during the launch phase is probably not on the radar. The typical "rule of thumb" would be to wait a few months to gather some results and then draft a Text Ad Strategy to be implemented on all or specific campaigns/adgroups. However, I often wonder why this testing should wait? Wouldn't it be nice to know which Text Ad convert better and/or have higher CTR% rates? In this blog post, I will discuss the importance of drafting a Text Ad Strategy as soon as the campaigns start. If an advertiser is going to spend PPC dollars, why not learn something from DAY 1.
What does the Strategy look like? Well, depending on Advertisers Industry and/or focus, it's important to think about what is most important to their customers. For example, if an advertiser runs an eCommerce website, some of the Key Indicators that would influence a "buying decision" would be:
- Price Sensitivity
- Overall Product Selection
- Shipping Rates
- Customer Reviews
- Return Policies
- Accreditation from other well-respected organizations
Based on these different Unique Selling Propositions (USPs), it's important to identify which one of these above would have a better CTR% as well as most importantly convert better. Once we start seeing the results, then the continuation of the Text Ad Testing starts to take shape. Here is an example of a HIGH LEVEL Text Ad Strategy
In Conclusion: Regardless of whether your an agency or "in-house", it's important to remember that Ad Testing in PPC does not always have to be considered a tactic during the "optimization" phase. I know it makes sense to show overall progression and optimization over time so that the client and/or Boss feels that they are getting the attention and "love" they deserve. However, "moving the needle" or even telling a success story during the launch phase will make life much easier for everyone.