Are you familiar with the screen shot above? If you recognize it then you already know the significance of this post and you can go ahead and watch something on YouTube instead. For the rest of you, take a look at the screen shot above and pay attention to the active vs the paused.
This is a screen shot from a recent clients PPC account that, for several months, I worked to optimize. The optimization ended up saving them a boat load of money in wasted time and clicks, but that’s a story for another post. The screen shot we’re looking at right now illustrates the importance of testing.
Initially this account had been setup by an agency that set it up and just let it run with very few tweaks over a 2 year period. The account had never really had a lot of testing done with it. When I got a hold of it the first thing I did is take a look at the ads (above screen shot) and see what had worked, what had failed, and I made some new ones.
The active ones are the ads I created, the paused ones are the ads the previous agency created. Look at the difference in just the CTR (click through rate) alone. Even within the ads I created there is a difference that is both significant and important.
In a few months those ads will be mined and all their data dropped into a spreadsheet. Then the ads can be broken down and studied to determine what’s working and what’s not. From that testing data new, and hopefully more successful, ads can be spawned from them.
Setting up multiple ads and testing them against each other, A/B split testing for landing pages, A/B testing for emails, interaction styles, etc. are all incredibly important. You should never become 100% satisfied with the performance of your campaigns, strategies, and tactics. You should always be testing.
Thanks for reading,
Josh “Shua” Peters