Tom Kwei brings us the latest paid search news, including tips on A/B testing, paid search do’s and don’ts, and a great infographic on the importance of phone calls to conversion rates.
Jamie Smith from Search Engine Watch offers his four-step guide to conducting a scientific AdWords Ad Copy A/B test, with promises to double your click-through rate (CTR).
First, you need two ads, A and B - a test and a comparison ad.
Step 1 – Update your ad service settings to rotate between your two ads evenly.
Step 2 – Write new ad copy variations. Smith advises writing ad copy that is significantly different from the ad copy you are currently using. This, he says, will help find your maximum CTR.
Step 3 – Make a note of when you started the test and make sure to compare time for time with your AdWords results.
Step 4 – Allow the test to run until you get statistically significant results. This might be one month, two months, it all depends on traffic.
Once your test is complete you can either choose to go with the winner, or move on to test something else, perhaps another A/B test with the winner versus a new ad contender.
Last week’s ClickZ Live Toronto event threw up a whole host of digital marketing tips and advice. Finhas Jhaveri, manager of digital and cultural marketing for Allstate Insurance, offered his top five PPC tips during his session. He recommends:
Diane Pease, an inbound marketing manager for Cisco, offers her five biggest don’ts of paid search in her blog on Search Engine Watch.
Simple oversights, miscommunications to team members or trying to do too many things at one time can create costly errors.
Here are her five things to avoid:
Call intelligence platform Invoca recently conducted a study of 32 million calls across a variety of industries to find out how phone calls impact digital marketing.
Their latest infographic highlights the survey findings, including the impact of phone calls on conversion rates, caller trends, and why Tuesday is the best day to call.
Read our previous PPC news update: Selling Banana Bunkers and Google’s Shopping Updates
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