We are firm believers in the value of A/B testing creative content in a controlled environment with the goal of producing statistically significant results.
We've found that most accounts have a large number of ad groups with volume high enough to merit targeting, but too low to gather meaningful data about ad copy. To maximize the effectiveness of A/B testing, accelerate the speed of test cycles, and act in the best interest of the account as a whole, we apply our A/B tests at the campaign or account level rather than the typical ad group level.
This provides us with an opportunity to aggregate data across various keywords so that we can update our A/B tests more often while also keeping the account organized for efficient optimizations. We're able to make sure that no ad group is left behind, even if it has low volume, since all ad groups are updated every time we cycle through new ad copy. It also makes it easy to provide copy for the client to review since we typically implement only two versions at a time.
We are also thoughtful in the way we structure our A/B tests. We scour the website and any landing pages looking for information about their business. That data is then organized into our Copywriting Grid so that we can easily differentiate between the various benefits and value propositions at play. The goal is to systematically test each category in each field of an ad to see which combination produces the best results overall.
This process has produced excellent results for us, and it hasn't been uncommon to launch new campaigns with ads that generate CTRs in the 4-8% range (industry avg. search ad CTRs are usually around 2%).
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