Split testing should always be done on new and old ad campaigns

Split testing should always be done on new and old ad campaigns

When you start an advertising campaign, especially when on a PPC platform like Adwords or BingAds, you'll need to do plenty of split testing to be sure what works and what doesn't.  Sure, you could hit a home run right at the start and have the best performing ad possible without having to run a second one, but that doesn't happen too often and that's why split testing is so important.

When you're split testing, you're putting up multiple ads for a single campaign and figuring out which ones work best for your website and the people you're targeting.  One type of ad might work well for your main website, but that same type of ad may do nothing for a website in a different niche, and this is why split testing is so important. 

You'll need to do split testing over the course of a few weeks, maybe even a couple of months, before you'll see what is definitely working and what needs to be weeded out.  If you can do this, you'll have the best performing campaign possible and never waste a single click that could have been a conversion.

Below are some reasons why you should always be split testing new and even some old campaigns, and they are:


Old campaigns could get stale
Times change and that means an old campaign could become stale and not as successful as it once was.  You'll need to keep an eye on all of your campaigns, not just your new ones, and be sure they're all doing what you need them to.  You'll want to set up new ads at least once a month in every campaign you're running just to be sure your best performing ads are still going to blow away anything new you add into it. 

Don't get attached to an ad, they're not your friends or family, if they stop performing then they need to be replaced with something that will bring in sales.

New campaigns might be able to perform better
A freshly started campaign might be able to show you better metrics and statistics based on your current audience.  Just like old campaigns, things change and so should your campaigns, and that's why starting an entirely new campaign might be a good idea.  You won't have fluffed up numbers in your CTR, Impressions, clicks, etc. based on what was working in the past.  You want to know the fresh statistics that are more accurate than old outdated ones that don't work today.

Set up a new campaign every once in a while to see if your original or older campaigns may be outdated.  Usually, you don't run into any problems and you older campaigns will work just fine, but every once in a while you'll find that a new campaign far outperforms the original.

Run 10 different ads per campaign
Whenever I'm running a new campaign I will have at least 10 different ads for it.  I will write them up in different tones, use numbers in some and incentives in others, but no ad will be a duplicated of another.  This way I will know what people are gravitating towards and I can eventually weed out the ads that aren't performing and I can now create a few more ads based on the ones that are working well already.

Eliminate the underwhelming ads
Remember, these little words aren't your friends or family so you shouldn't be getting attached to them.  If they aren't doing what you need them to do, and that means bringing in sales, you need to cut them out and go with the ads that are actually doing their job. 

When you remove the ads that aren't performing well, you're going to notice the ads that are already doing well will actually become better.  You can even set up more ads similar to the better performing ones to fine-tune your titles and descriptions, just to be sure you have everything perfect

Add in some additional recommended keywords
When you first start a campaign you won't get recommendations or opportunities for new keywords and phrases.  After about a week or two the system will give you suggestions for keywords that are best related to what you're already targeting, and this is where you can now increase your clicks to the ads you already know are working best. 

You'll want to make sure the ads are already performing well with your first set of keywords before you start adding more.  You don't want to waste money and time, so be sure everything is ready for the expansion of your campaign before you start throwing in more keywords.


In conclusion
Split testing is what sets decent campaigns apart from great ones.  Some people are happy with 100 clicks a day and spending $40 or more on it, but the great campaigns are getting 200 clicks for the same price and profiting much more each day.  If you're not split testing your campaigns, you're just leaving money on the table and you'll never be able to access it.  What you'll want to do is split test everything, in the beginning, to be sure you have something great, that way you won't leave any money behind.


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Tommy Carey