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Google Adwords That Work by Jon Smith

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Testing your ads

Split testing your ads is often a long (well, actually, it’s never ending) and somewhat fickle task, but it is the time you spend testing your ads against each other that will ultimately result in turning a mediocre AdWords experience into a killer campaign. It is the small subtleties of changing a word in the copy here, or adding a negative keyword there, that can improve the CTR of an ad by an entire percentage point, sometimes even more.

Split testing is the art of having very similar ads competing against each other for the same keywords. All the parameters are the same—the target geographic location/s, the price you are bidding, the keywords and, of course, the negative keywords etc. The difference is in the ad copy—a subtle ...

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