Dec 15 2020
Running a consistent search engine marketing (SEM) campaign is crucial for your Google Ads performance. Google Ads is the number one digital marketing platform when it comes to pay-per-click (PPC) advertising. But to use it to its full potential, you need to optimize your paid ads by experimenting with them from time to time.
Any disruption in the flow of your digital marketing campaign can lead to unsatisfying results. Fortunately, you can optimize your Google Ads campaign through A/B testing.
What Is A/B Testing?
A/B testing, also known as split testing, is a randomized method of experimentation that consists of two variants. The goal of A/B testing is to compare to versions of the same marketing asset and measure the difference in performance.
Launching a Google Ads campaign for the first time may yield underwhelming results. However, by testing two different versions of the same campaign, you can discover which one comes out on top. As a result, you will get the best version of your Google Ads campaign.
You can experiment with any marketing asset, such as your emails, website, landing pages, and many more. For that reason, A/B testing plays a vital role in any digital marketing campaign. By experimenting with different versions of your campaign, you can make better-informed decisions in the future.
Google Ads: How To Do A/B Testing?
When creating a draft of your SEM campaign for Google Ads, you can create experiments and tests to compare different versions of your very own campaign. Google Ads has a feature called “Campaign Experiments” that allows you to test your campaigns and review their performance.
However, take note that A/B testing is only available for Search and Display Network campaigns, which means you can’t experiment with your Video, App, or Shopping campaigns. Also, you can create up to five experiments for a single marketing campaign, but you can only manage one experiment at a time.
Here are some tips on how to optimize your Google Ads management campaign.
1. Review Your Keyword List
Your keyword list will determine whether or not your Google Ads campaign will succeed. You have to bid on high-value keywords that are relevant to your ads, so expect your competitors to do the same by making a highly effective keyword list as well.
On the bright side, you can always review your keyword list and add new keywords if necessary. Part of A/B testing is to experiment with your campaign, including your links, ads, and most importantly, keywords.
When optimizing your Google Ads campaign, remember to review your keyword list, especially if most of your keywords have a clickthrough rate (CTR) of less than 1%. In that case, you can delete such keywords and bid on new ones that will help you reach your target audience.
Look for keywords that have a high chance of being searched by your target audience on Google. You can test such keywords and figure out which one will give you the best results for your campaign.
2. Test Your Landing Page
Give your audience a high-quality landing page experience to increase your chances of converting clicks into sales. Whenever users click on your ads, you can redirect them to your landing page as the first thing they see on your website.
Fortunately, you can create a draft of your landing page and set up an experiment to see which versions will perform the best. You can establish two different versions of your landing page and compare it to the original template. In doing so, you can find out whether or not your landing page will do well once you finalize it for your Google Ads campaign.
3. Target Relevant Locations
Google Ads has a location targeting features that will let your ads show up on geographical areas of your choosing. Target relevant locations or parts of the country to help your ads reach potential customers on Google.
For small businesses, local SEO, and location-specific services or products, targeting relevant locations is vital for improving the efficiency of your ads. You can configure your settings to choose which country may have the best chance of letting your ads reach the right audience.
4. Conduct Experiments From Time To Time
Most importantly, you should test your Google Ads campaign from time to time, maybe at least once or twice a month to make sure your ads are performing well. Optimize your ads by doing A/B testing on a timely basis. Review your keyword list, create high-quality landing pages, and use location-specific keywords to reach the right audience.
The Next Level Of Digital Marketing
Enhance your campaign by partnering with an SEO agency in Singapore! If you need help, get in touch with an SEM company like OOm to know more about PPC advertising, social media marketing, and digital marketing in general.
Contact our SEO agency in Singapore at 6391-0930 for more tips on how to improve your marketing.