Here is the hottest article about testing and creating hypothesis to improve your PPC campaign:
It’s written by Noran El-Shinnawy for the Search Engine Watch and I can say she made it very clear that a PPC campaign is all about testing and tweaking. Once you find out what gets you the best results, you stick to it, improve what you can and jump on another campaign.
Always be cognizant of the fact that there is no right and wrong in testing. There is trying, learning and repeating it all over again.
You can’t screw up when it comes to testing. If you implement a particular change that doesn’t yield positive results, you haven’t lost. You will stop the test (assuming that you are keeping a close eye on your metrics) and know that this particular change is harmful to your business.
In this sense, you haven’t lost because your hypothesis was proven incorrect. You have gained knowledge about something that does not work and will avoid it in the future. That knowledge is worth far more than the value we often give it.
Every test must begin with a clear, specific, and informed hypothesis. To create a good hypothesis, start with a question you are curious about. For instance, “why aren’t people clicking my ad?” The answer to this question could be something like “maybe because I don’t have a free trial offer.”
And yes: that is very true that if your PPC campaign fails, you don’t quit… or give up direct traffic. You learn your mistakes and next time you are solid.
Now let’s see how you could benefit from using PPC campaigns and how it will impact your business:
After you know PPC is the way to jump-start your business, this video by Google will help you understand exactly how bidding works, because you should know this is probably the key to a much more profitable PPC campaign… again it’s creating testing hypothesis that would do a proper job for better bidding…
I could personally very responsibly say that PPC is the fastest way to build your business… and you might think it is expensive and you need some free methods to generate traffic, but I’m here to tell you these days PPC might even turn out to be cheaper than SEO, compared to the spent time and money.
Let’s talk a bit more about the main goal when creating a PPC campaign – creating testing hypothesis.
The more specific the hypothesis is, the easier it will be to create a clear framework for testing. Here is an example of how you could quickly improve a hypothesis:
– “Let’s see what happens when we add a free trial in our ad copy.” –> Needs work.
– “If we put ‘Free Shipping’ in our ads, we will get better results.” –> A little better.
– “Adding ‘Free Shipping’ to our branded ad campaigns will generate higher CTRs and a better Quality Score.” –> Good enough.
If you don’t know where to start in terms of creating a hypothesis for your test, here are some ad components you could use:
– Promotional Language
– Branding Language
– Dynamic Data
– Display URLs
Let me know if you liked this article and stay awesome.