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Pay Per Click Wisdom - Don't Test Too Much!

There's a reason that the traditional A/B split testing model is popular, it makes life easy for the person testing because you are only testing 2 different factors. There are other methods of testing (like Taguchi for example) in which you can test a multitude of variables but it's best to stick with basics when testing.

For example:

Headline A to Headline B
Subheadings
Ad copy

When you try to test too many things on your pay per click campaigns, you are puttting yourself into a position where you can make some drastic, costly errors when interpreting data.

PPC has always been a fast-moving channel. The search engines (and lately, social channels) are continually innovating, adding great new products and features for PPC advertisers to try. In the past month alone, there have been Search Engine Watch columns about inventory feeds, interest category targeting, sitelinks, and remarketing.

And this is just Google. Microsoft adCenter, Facebook, LinkedIn, and second-tier PPC engines are adding features all the time, too.

The really great thing about PPC is that nearly everything can be tested. In addition to testing ad copy and keywords, you can test all of the features listed above, and more. Landing pages, ad formats (for display), ad extensions – all of these, and more, can be tested to learn what drives the best results for advertisers.

Melissa Mackey makes this point very well in a post over at Search Engine World click here to read the full article! She then goes on and talks about the pitfalls of trying to use all the latest and greatest bells and whistles in your advertising accounts.

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Pay Per Click Wisdom - Don't Test Too Much!