Aron's Blog

I’ve been running pay-per-click ads for my business for a while now, and I’m always looking for ways to improve the performance and increase conversions. One of the best techniques for optimizing PPC ads is A/B testing – comparing two versions of an ad to see which one performs better.

Here are the steps I follow to A/B test my PPC ads:

1. Choose two ads to test. I select two ads that are similar but have some differences, like different headlines, descriptions or landing pages. The key is to only change one element at a time so I know what’s making the difference in performance.
2. Set up the ads in my PPC account. I create two separate ads in my account, labeling them “Ad A” and “Ad B” so I can keep track of them. I make sure all the other settings like keywords, budgets, etc. are the same.
3. Run the ads for at least a week. I run the two ads simultaneously for a minimum of one week, and ideally two weeks or longer. This gives enough time for both ads to accumulate impressions and conversions so I have a meaningful comparison.
4. Compare the performance metrics. I look at key metrics like click-through rate (CTR), conversion rate, cost per conversion, and return on investment (ROI). The ad with the highest CTR and conversion rate and lowest cost per conversion is usually the better performer.
5. Make changes based on the results. I pause the poorer performing ad and make changes to the better ad to try and improve it further. Then I start a new round of A/B testing.

A/B testing PPC ads does require some patience, but it has helped me significantly improve my results over time. The small changes I’ve made based on these tests have lowered my costs and increased my sales. If you’re not A/B testing your ads yet, I highly recommend giving it a try!