Pay per click (PPC) campaigns are an effective way to generate leads and traffic to your website, increasing your chances for conversion. The good thing about it is that you only pay when someone actually clicks on your advertisement. This ensures that your money is going somewhere that can help your business. It’s also an assurance that the people you’re targeting are actually looking for the product or service you’re offering.
While it’s a great digital marketing tool, pay per click advertising still requires a lot of testing just like any other methods. You can’t just make an advertising draft and pray that it will give you the results you want. You have to run it on a trial to determine whether it’s working or not and to learn how you can improve it.
When testing, however, a lot of marketers fall into traps and misconceptions that ruin their ads before they can even take off. Knowing the truth behind these misconceptions will help you conduct successful testing that may drive you to meet your goals.
Everything Should Always Be Tested
Testing is essential in every PPC campaign you’d run, but you have to understand first why you’re doing what you’re doing. You can’t just test everything without having a plan since this could waste a lot of time and money. Some marketers believe that testing everything immediately will give them an edge. The truth, however, is it’s like shooting for the moon.
The more efficient way is to come up with a testing plan that could outline your goals, purpose, and execution. This will enable you to create an ad in the best way possible before testing it, making it more fine-tuned and accurate. It will also prevent you from running the same tests again and again.
Throw Away the Loser Tests
Sure, not every advertisement you’d test would pass. That doesn’t always mean you should turn your back on it. You will learn something from every test, and the challenge is to figure out what the lesson is. That way, you can keep tweaking that test until you uncover why it’s not working and how you could turn failure into success.
Boring Pages Don’t Succeed
Some marketers get carried away in trying to make their ads creative and attention-grabbing when in fact, “boring” pages convert better. These pages are simple, meaning there are no flashy elements that could distract potential customers from the important information. All you have to do is to remember to include all the crucial elements in a PPC ad such as a call to action, a hooking headline, company and contact details, and product benefits.
Uncovering the truth behind these misconceptions will give you an advantage in creating PPC campaigns. Working with a reliable digital marketing company will let you keep up with industry trends, allowing you to conduct your tests easier and more efficiently.
5 PPC Testing Myths and Mistakes: How to Avoid Them, Searchengineland.com
5 Common AdWords Myths Absolutely Destroyed, Searchenginejournal.com