In Adwords, the announcements represent one of the most important elements to test, especially because we have 2-3 seconds to differentiate ourselves from the competition. A relevant and attractive advertisement can increase the CTR and quality level, resulting in a lower CPC in the auction.
When starting an ad test, we must define the objectives of our test: What do we want to achieve? Do We Want To have more traffic? Do We Want to increase the conversion rate?
It Is very important to do AB testing of ads and make decisions once The data is statistically relevant, to make sure that the new ad copy will bring us long-term benefits. As we are talking about a test AB, we recommend to try one variable at a time, to know exactly which is causing the resulting obtained. For example, try two ads with different titles but with the same description and URL visible. If we try with a different title and the first descriptive line, we will not know which one has caused the result that we have obtained.
As ‘tips‘ OF the AB AD tests we’ve been doing in Digital Menta , we have the following:
Get Data Driven is a very useful tool for calculating the results of THE AB AD tests that we recommend using. You Only have to add the number of clicks and the number of conversions for each ad and the tool indicates if the results are statistically relevant. Sometimes it seems that an ad has better performance than another, but when analyzing the numbers it is possible to see that the new ads do not represent a real improvement.
A very interesting test we’ve done in Digital Menta It’s been emotional ads. In this case, the first descriptive line of the ad was changed by an ‘ emotional ‘ descriptive line, which related the user to his need. We also add humorous notes where the type of service/product has allowed us. A very important point with the emotional ads is that you have to keep trying with different phrases – it is very likely that the first time you do not have the expected success. The important thing here is to relate to the user and get aroused an emotion, and this can be difficult to achieve, but not impossible!
What we have also noticed is that emotional ads tend to work better on computers than on mobile devices. This may be motivated by the degree of intentionality of the users when searching on different devices – on the mobile they need speed and rapidity, and then in this case an emotional announcement can damage our CTR, which is an important factor in the Quality Score.
Then more ‘ tips ‘ FOR AB ad testing (we’ve been DOING in DM):
Here at Digital Menta We like to do tests whenever we can: AB Testing Advertising, bidding experiments… It’S What gives us a competitive advantage and makes our accounts one step ahead of the competition. To try and improve the CTR of your ads!
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