Pay Per Click (PPC) is a popular form of internet marketing whereby advertisers can essentially buy traffic to their website.
As an advertiser, you bid to put your ads on search engines and then pay the search engine each time a visitor clicks on your ad. PPC can have excellent outcomes, but it can sometimes be an expensive element of your marketing campaign.
To make sure that PPC costs are consistently delivering value, we recommend advertisers run regular PPC experiments. Experiments support optimisation, which in turn improves the efficiency of a marketing campaign.
PPC testing is about more than just perfecting your PPC ad copy, so here are five good reasons to run PPC experiments.
You Get To Test A Hypothesis
One of the main reasons to run tests for PPC optimisation is that you get to test hypotheses before running the PPC as part of your main marketing campaign.
This means that a false hypothesis can quickly be eliminated to prevent a failed strategy from costing your company too much money. The best test to use for hypothesis testing is A/B split testing. This PPC ad testing method involves experimenting with multiple variants of PPC ad copy and comparing their performance to find the most effective one.
You Get Actual Data
Many PPC experiments will usually produce a data report for each PPC strategy that is tested. This data allows you to get an in-depth view of how your ads are performing and highlight areas that should be improved.
To help you understand which data should be focused on, most experiments will provide you with a value of statistical significance which will determine whether the data found holds any weight on the performance of your ad campaign. This will help to guide your PPC optimisation plan.
You better connect with your audience through better ad copy
Running experiments will help you to create a marketing campaign that efficiently reaches your target audience. Audiences are more likely to engage with an ad if it is targeted specifically to them. Creating better ad copy will strengthen your audience's connection, which will help establish your brand as reputable and trustworthy- this will increase brand loyalty and audience interest.
It can save you money
By running the first PPC strategy that you come up with, you may miss out on opportunities to lower your bids and run your marketing campaign at a lower cost.
PPC experiments allow you to play around with different bids, including lower priced ones. You may find that trying an alternative bid strategy with lower-priced bids produces the same number of conversions through your testing. Learning this through the testing process will help you to implement the most cost-effective strategy into your marketing campaign.
You are constantly learning and growing the campaign
The internet is constantly changing, and for the best ad campaign, it is crucial that you stay on top of the online changes. By running regular PPC tests, you can continuously grow your ad campaign and reach the highest PPC optimisation level.
PPC testing will ensure that your ads don't start losing conversions and maintain the campaign's effectiveness. You can stay ahead of competitors by learning and growing with the changing market.
For more guidance on PPC optimisation and experimentation, get in touch with our team today.