Brad Geddes / PPC Geek
Official Google Ads Seminar Leader.
Author of Advanced Google AdWords.
Co-Founder, Adalysis.
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Brad Geddes's Theories on Marketing Step-by-Step Instructions For Testing Low Volume Ad Copy

Step-by-Step Instructions For Testing Low Volume Ad Copy

My latest Search Engine Land Column is out. It looks through how to test low volume ad copy so that you can still do testing with low volume ads and receive similar benefits to accounts that have lots of traffic

Ad copy testing is essential for anyone running a paid search account. Testing ad copy in accounts in high traffic accounts is fairly easy as you can add new ad copies to existing ad groups, wait, and then examine the metrics.

However, for low volume accounts testing is not nearly as easy as it could take years to collect enough data to make statistical significant choices. Therefore, you need to employ specific testing methodologies to understand how aspects of ad copy behave across multiple ad groups at once.

In today’s column, I’ll use video to show how to create, test, and measure ad copy tests for low volume accounts.

Cross Ad Group Testing & Measurement

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Testing ad copy often leads to higher CTRs, lower CPAs, and ultimately, more profit for your paid search spend. However, when you have mixed signals such as click-through-rate and conversion rates, I prefer a simple number for testing: Profit per Impression.

Just as difficult as creating a test is interpreting the data. Utilizing pivot tables can save hours of analysis in combining data sets. If you are still learning to create pivot tables, please refer to Josh Dreller’s column on creating pivot tables.

Testing low volume accounts can be accomplished by utilizing these simple testing techniques. Testing is easy. The hard part is finding the initial momentum to sit down and write a few ads and then analyze the data.  Just remember, it doesn’t matter if you have a high or low amount of clicks each month  – you can do ad copy testing. When every test you run has the ability to increase your paid search account’s profits, ad copy testing should be an ongoing activity for every search marketer.

No Comments

  1. chadsummerhill
    April 11, 2011 at 3:53 pm · Reply

    Like this Brad! I do something very similar for both ad test and landing page tests.

  2. amitbt
    April 28, 2013 at 9:13 am · Reply

    what about customers that don’t know the conversion value for them (if it’s a lead for example)

  3. brad
    April 29, 2013 at 8:05 am · Reply

    @amibt In led gen, often you need to back into what a conversion is worth.

    For instance, if you make $1000 per sale, and the sales force closes 25% of sales; then $250 is your breakeven lead cost. If you want to double your money; then your target lead cost is $125 and you can use that for the numbers.

    Now, it would be best if you can tie actual sales figures to keywords or ads; but most tracking isn’t that sophisticated or many companies don’t have enough conversions to get true numbers. In those cases, you can also use CPI.

    With CPI (conversion per impression); you can skip the last step of using profit and try to determine which ads get the most conversions per impression and use those ads as your winners.

    Hope that helps.

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