Blog Post

What is A/B testing and why does it matter for PPC campaigns?

  • by Steve Taylor
  • •
  • 12 Nov, 2017
  • •

How can you tell if your Pay Per Click (PPC) marketing efforts are working?

Sure, you can judge on increased website traffic, click through rate and conversions. But how can you tell if you could be getting better results?

A/B testing is crucial in ensuring conversions aren’t slipping through easily fixed cracks

There are fewer things to test with PPC adverts than other kinds of marketing content, so the process of A/B testing is a relatively straightforward one.

There are four things that can, and should, be tested when it comes to PPC ads:

·        the headline

·        the body text

·        the link

·        the keywords used to display the ad

The headline should be short and snappy with the keyword included wherever possible for best results.

The body text is essentially the meta description of the linked page – so it should give a clear idea of what you’re offering, and what searchers will get for clicking through to your link.

The link itself has a large part to play in your conversion rates. Ideally, you want the link to go straight to a landing page or product page.

Finally, and probably the trickiest to get right is the search keywords used. Some words and phrases will convert better than others and the only way to discover which ones is through routine testing and tracking.

Identify which of the PPC ad variables you want to test and create two alternatives – A and B

For example, if you want to test the headline, you’ll have two different ones and label them A and B.

You can create variations for each aspect of the ad, but you’ll need to ensure that you test every possible combination for accurate results.

So, for two headline variables and two descriptions you’ll need to be running four tests – AB, BA, BB, and AA.

Deciding what you are testing for is essential for accurate results that will inform your PPC marketing efforts.

Pay Per Click advertising isn’t always about selling products or services.

It can be used for newsletter sign-ups, brand awareness, survey respondents, etc.

You need to know what the end goal is for the campaign and how that can be tested. Newsletter sign-ups will involve clicking through to the relevant page, completing the sign-up form and the opt-in, for example.

If you’re advertising goods or services, click through rate isn’t enough and it’s the actual conversions you’ll be using to judge effectiveness.

Once you’ve established what you’re testing – you need to track and analyse the results.

Although you can use Google Analytics to run you’re A/B testing and track results, there are some specialised apps that can do things for you, providing in-depth reports that get straight to the point. These include:

·        KISSmetrics

·        Unbounce

·        Optimizely

·        Convert Experiment

You need to let the test run for a few days, if not weeks, dependent on the amount of traffic you get. Ensuring consistency as much as possible is important – you want the ad placing in the same position for a true reflection of how well it performs with each variation.

It’s always better to run your ad variations at the same time to avoid time-based factors having an impact and always rely on the hard data you collect at the end of the test. Gut instinct isn’t always a good indication of success.

Is Amazon PPC marketing really worth it for your e-commerce business?

by Steve Taylor • 21 December 2018

Amazon has taken the world by storm with its range of products, drone deliveries and streaming services, but one aspect you might not have considered before is its pay per click marketing, otherwise known as “sponsored products”.

If you sell products, then advertising through Amazon is an effective way of reaching a bigger audience and increasing your revenue. But how do you get started with one of the world’s largest retailers?

Sponsored product ads appear in both Amazon’s search results and product listing pages

Although you will find that the PPC ads on Amazon are discreetly marked as ‘sponsored’, they do fit in seamlessly within the rest of the search results, dare I say it far better than on Google where it’s obvious to many that the advertisement has been paid for.

It’s also easy to get started with Amazon’s PPC system.

Any seller with a professional selling plan can place ads, although not all of Amazon’s categories are currently available to advertise under. You can quickly get started and find the answers to your questions under Amazon’s helpful service pages , and as always, their customer service is easily accessible for support.

Just like Google Ads, Amazon’s PPC works as an auction style system where you place bids for where you want your advert to appear, and the highest bidder wins the first position.

There are several key reasons why you should be considering Amazon for your PPC advertising

Amazon is fantastic at running seasonal promotions. Like many people, around those all important dates of the year – Black Friday, Cyber Monday, Christmas, Mother’s and Father’s Day and Valentines, you probably head straight to Amazon to either buy gifts or garner some inspiration.

Amazon advertising can be found everywhere, from billboards to television ads, so you know that your PPC campaign can tap into some of that marketing magic too, something that Google still struggles somewhat to achieve.

It’s also perfect for boosting a single product you might be struggling to shift from your warehouse. Where Google is best for landing page campaigns and sales funnels, when you just have a product to clear or a new line to introduce to the market, Amazon is perfect for giving an instant boost exactly where you need it.

Don’t forget about the “accidental effects” to your organic SEO either .

The more your products are viewed online, along with visits to your website, positive reviews and that crucial “social proof” is in place, you will find that your organic SEO is given a boost and the effects of an Amazon PPC campaign will be found elsewhere in your digital marketing.

We think that giving Amazon sponsored products advertising a try in 2019 is certainly worth a try if you’re an e-commerce or drop shipping business owner looking for a new marketing tactic. As always, for advice and support with all things pay per click marketing, get in touch with us here at Bargainarena Limited, and we’ll be delighted to help.

 

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