We pride ourselves on educating our customers that there is more to PPC management and optimization than changing bids alone. Ongoing testing and tweaking of a campaign on all levels, from keyword selection to ad text to landing page, can result in subtle enhancements that you might never have realized if you just focused on bid management.

A first-hand example of this was in our own AdWords PPC campaign recently. The campaign’s objective is to drive registrations for our SEM-in-a-Box weekly demo Webinar. Each week, as best PPC management practices dictate, I use the Ad Text Optimization tool in our SEM-in-a-Box software to review the ads in my various ad groups to check for underperformers (based on clickthru and conversion rate). I then go into my AdWords account and pause these underperformers, and add new “challengers” to each ad group so that I always have at least two ads running per ad group.

This week I am testing the inclusion of “Adapt Technologies” in the ad text. It’s still very early, but preliminary results show a clickthru rate that’s double that of the prior “winning” ad in the two highest-volume ad groups! Interestingly, only one of these ad groups resulted in an improved conversion rate. But, these are early results.

Still, seems like pretty promising results for only running these ads for two days! Proof that little changes like ad text can have a big difference, and that you should keep testing to strive for improvement.

Posted in: Bid Management | Default | Search Marketing Best Practices