For effective and conversion-driven Paid advertising campaigns like PPC (pay per click), Ad testing is an important step to validate the results. If your tests are giving the invalid results, then you might be committing blunders. This writing will carry 7 deadly blunders that could mystify your PPC test results. Read and learn!
1. Hypothesis Isn’t Developed Properly
Clear and informed hypothesis is the base of every test. There should be a scientific hypothesis to design the test Ads, control Ads, and the difference measuring metrics. Hypothesis isn’t needed all the times, as an Ad sometimes needs writing and then going live to see the performance.
It’s not possible to learn or verify that a test is complete unless the support of a strong hypothesis is lacking.
2. Targeting Multiple User Intents In The Test Group
Sometimes, the PPC experts target many of the users’ intentions in the test groups, which makes interpreting results tougher. Why does this happen? There are two reasons:
- Placing different items in the same group like red sneakers and red shoes.
- The test is being run on broad match term, lacking any negative keywords.
The results of such tests don’t repeat.
3. Ignoring Traffic And Device Variations
Most of the advertisers are more concerned about high traffic, but ignore the fluctuations found in traffic. But, it’s a fact that many factors, like seasonality, can influence the test results and the learning gained from them.
Similarly, device considerations are also important for Ad testing. Searchers don’t respond the same way while looking the Ads on desktop and at mobile phones, so duplication of the Ad copy should be avoided for different devices.
4. Test And Control Ads Having Excessive Variation
If the test Ad and the control Ad are quite different, the issue will come while analysing the results. It becomes hard to decide which factor affected the variation in performance. Being specific is the only way to go while creating a hypothesis and then formulating a test around that.
The experimental Ads should be supportive to test the variables and making the results as per predefined changes.
5. Making Premature Assumptions
Not all the times, tests become exciting, sometimes, practitioners find tests terrifying on the basis of initial results. When practitioners come up with premature assumptions about the winning and losing Ad, it’s disturbing.
Declaring a test over earlier doesn’t help in revealing the actual conversion rate and can cause suboptimal decision-making influencing for the results.
6. Applying The Same Results For All Campaigns
If a specific element succeeds in one group, it doesn’t mean that the same results would be obtained from all other campaigns and Ad groups. This usually happens with Ad groups having different intents. The only way to check the similar results shown by different Ad groups is applying individual tests.
7. Focusing Just The Brand Terms
It’s good that a marketer has its own brand, but the issue arises when there is more stress on brand terms and the results of testing those brand terms are applied to all other keywords. There should be different messages for those who know your brand and those who don’t know. If you combine the results of both brand and non-brand searches, you will surely miss the spot.
By avoiding the above-mentioned mistakes and setting up the tests accordingly, your results would help in the long run. Keep testing your paid advertising campaigns and stick to the ones yielding favourable results.
Author Bio:- Emma Jones, author of the post, has written this post for SEO Glasgow firm. The firm is well known locally and expanding globally to offer cost effective and result-driven SEO services to the global online businesses. With expert resources, having latest knowledge of the SEO world, the company ensures that the desired results are obtained within defined timeline.