How to Half Your Advertisement Costs, and Triple Your Conversions With Split Testing

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To those of you using Google AdWords, let me congratulate you. You are using the most powerful advertising tool every created. Trust me, the massive corporations around 10 years ago would give their right arm to do what you are able to do from your home.

You are able to specifically target your ads based on buyer’s intent (keywords). Imagine how much money Coke would save if they could have their ads only appear when you are thirsty!

You are able to conduct market testing. I.e. find out exactly how many people are searching for a particular product each month. This way you know exactly how many potential buyers a market has, and whether you should even bother entering it. Imagine how many businesses could have been saved if this was possible 30 years ago.

You ONLY pay when someone shows interest in your advert. Taking Coke again, imagine if they only had to pay when you actually thought about buying a can of their drink, rather than plastering their brand everywhere!

However, the most powerful part of Google AdWords comes down to REAL TIME SPLIT TESTING. Don’t know how to write ad copy? Don’t worry, Google will show you the way.

When you start up a campaign, you are able to create numerous “Ad Variations”. These are basically the ads that show when people type in your keyword. Split testing your ads is the most powerful thing you will ever learn.

So what is split testing? Well, it is basically running two different Ad Variations on the same keyword group. You change your campaign options to turn off “Ad Optimization” (very important) and let Google show your ads evenly over time. Your ads are only slightly different, however, as time goes on, you notice that one is getting a higher CTR (Click through Rate) then the other. Click through rates directly reflect your advertisement cost. As you are getting more clicks from one, you delete the previous contender and create a new one to try and beat the champion.

As time goes on and on, and you delete and replace ads with other better ones, you will find the PERFECT ad variation. Sure it takes time, but once you find the bread winner, you just leave it going forever, and move onto another project. If you are not using a landing page, and simply direct linking, that might be the only work you have to do for that entire project!

Split testing is so simple, yet no one does it. People just spend a few hours trying to figure that best piece of ad copy, submit it and never change it. They blame everything else on their crap conversions, but never think that perhaps their initial ad copy wasn’t attracting the correct prospects.

I will go into more detail in future articles, but for now, PLEASE start split testing your ads.

Now before I let you jump into the fray, there is one last very important piece of advice. Let your split tests go for a decent amount of time before deleting the “loser”. How long is decent? It depends on how many clicks you are getting a day. One of my ads gets over 1000 clicks a day, so I make my changes every 2 days. Another only gets 100 a day, so I make my changes every other week.

Did you find this article helpful? If you did, then take a look at the step by step video tutorials here!

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