AB Testing for Your Adwords Campaign: Power Words
At the center of each successful Google advertising campaign is AB testing (sometimes called A/B). A advertising technique that was originally associated with direct mail advertising, it’s even more perfectly suited for online advertising campaigns because it is very easy to set up, results are quickly and easily tracked, and it’s free.
An A/B split test provides an opportunity for you to compare 2 different versions or parts of an Adwords ad or landing page (we are going to address ads here but the same principles apply to landing pages). Marketing experts have long known that sometimes very subtle sometimes little, changes in a page can make a big difference in Click Thru Rate (CTR) and Conversion Rate (CR).
If the very idea of trying to figure out the proper way to split test is frightening, or you think you are too mathematically challenged, don’t worry, be happy! It’s easy (and, naturally, Google will help).
Typically, the A/B test involves changing a single component, maybe a headline, maybe a word in a headline, or even just a single change in ad copy.
You will run two ads at the same time , changing just one element.
As one outperforms the other, the loser is discarded and another ad substituted.
Rinse and repeat.
A/B Testing Tip: Unharness Power Words
Frequently, use of a single power word can result in wonderful results, dramatically increasing both CTR and conversion rates.
For example, one Adwords advertiser ran two virtually identical Adwords ads. The sole difference between them was that one used the power word “Secret” in the title and the other did not. That single addition caused his Conversion Rate to increase by over 200%!.
Need 1 or 2 power words? Try these out.
Irresistible, Potent, Astounding, Instant, Discover, Breakthrough, Urgent, Download, Now, Today, No-holds-barred, Unique, Vital, Unbeatable, Innovative, Fantastic, Enhanced, Electrifying, Guaranteed, High-Voltage, Outstanding, Exposed, Revolutionary, Secrets, Time sensitive, Trailblazing, Ingenious, Trailblazing, Proven Techniques, Step by step, Unforgettable, In-depth, Invaluable, Shocking, Impressive, Unlimited, How-to, Super, Strategies, First, Booming, Surprisingly, Mouth-watering, Free, Cheap, Sale, Special, Special Offer, Time Limited Offer, Tricks, Tips, Reinforce, Fact, Learn, At Last, Free Delivery, Act Now, New, Killer, Results, Save, Simple, Proven, Exposed
Remember the first three rules of A/B testing:
Rule 1: Test
Rinse and Repeat
Rule 2: See Rule 1
Rule 3: Test
Google professionals maximise their profits by paying slavish attention to AB testing. You need to, too.
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