- May 19, 2017
- Posted by: david
- Category: PPC
Advertising is a great way to let people know about the product/service you offer and the various benefits that come along with it. It’s a great way to spread awareness of your product. Online advertising reaches millions of people in a short amount of time. Aside from the standard advertisement, usually a headline with words, sometimes an image or two, there is an extremely popular way of Internet advertising.
Pay per click (PPC) is an Internet advertising system for websites, in which advertisers pay their host only when their ad is clicked on. Search engines such as Google or Yahoo provide keyword listings on a per-bid basis. Advertisers place a bid on the keywords they would like to be categorized under. The advertiser with the highest bid is ranked number one in these ‘paid’ listings. The paid listings are displayed above and to the right side of the regular rankings. When a viewer clicks on your listing, he is directed to your website. You are then charged the amount you had bid. For example, f you bid $.20 on ‘master bedroom furniture’ and that was the highest bid, you will be listed on the top. If 80 people click on your listing than you will be charged $16.00 by the PPC service or search engine.
The plus side of PPC is that it can generate a flow of traffic immediately. In addition, it is a relatively simple way of advertising with fantastic results. On the other hand, PPC can be extremely expensive, so it is important to have it set up correctly. Customizing a pay per click campaign with the aid of an SEO Professional is by far the best approach.
Undoubtedly the ability of PPC to test is one of its best features. There are many ways and various tools in the variety of PPC services that allow PPC advertisers to test almost every part of their account.
Split-testing is a way of measuring various ads, different layouts, and landing pages against each other to figure out which ones rate better and will improve your overall return on investment. Split-testing can be used to figure out which ad texts will bring in the highest number of clicks. There are two kinds of split-testing:
A/B Split-testing is a very simple method. You simply choose an ad that you currently have from any of the search engines that you advertise on. Then, you change just one word in the content, or an offer that is posted in the ad or in the general description to create a new ad. Then you post both advertisements, the first one and the improvised one. After a couple of days or weeks, depending on your site traffic, you should have enough data to figure out which ad/offer is more attractive to people. It is called A/B simply because we are comparing the results of page A against Page B.
Many times when you have just one ad posted, it’s hard to tell if it’s working and which part of the ad is the key to increasing sales. Split-testing is the solution because by creating the same ad with a slight change, you can track which ad has a better response.
Once you’ve discovered which is the more popular version, discard the other one and try it again. This time though, change something else, maybe even rephrase the wording.
There is another, more complicated type of split-testing, called multivariate split testing. It is a split test where more than two variables are being changed. A/B split tests only test one page against another, a multi-variable test is able to test any amount of combinations. For example, you could try a number of different headlines, different images, offers, or opening paragraphs. It’s up to you!
The process works by placing different test blocks into your landing page. If, for example, you are experimenting with different headlines, you would have them set up in your split testing system and you would have a code in your landing page HTML which would randomly select different headlines. Your system would then test out each one to see which has the best results. The system would do this with all the various elements available until it comes up with which combination converts best. Its a more complex system, but there is software available to process it for you. Obviously, the more elements you are testing at once, the longer it will take to get an overall result so it may still be wiser to limit the amount of test variables.
Split-testing is greatly significant to the development of your website to constantly try to enhance and improve. This makes it a more viewer-friendly website and can cause an increase in the overall click-to-action conversion rate, which is the best way to raise your sales and profit (while still maintaining the same advertising expenses!)